An analysis of a given Chanel Advert, how it appeals to audience and manipulates their emotions

1. Chanel Advert
A medium shot is applied to the advert to allow the exposure of the model’s attractive
upper body; this is amplified by the use of the rule of thirds. Multiple desirable
features are featured on the advertised model to draw the audience’s attention and
consequently sell the Chanel product. One feature is her facial expression which is
purposely staged so that the model gazes back at the audience. The deep eye
contact allows for a connection between consumers and the advertisers, this
connection is clearly built through the model’s stare. Her gaze is purposely set to
appear ‘invitational’ as emphasised by Marjorie Ferguson, this is done to sell the
product. Other features include glossy brown hair and clear skin which attract male
attention. Females would view the model as the ‘perfect woman’ and want to imitate
her by wearing the Chanel brand, therefore increasing sales.
When first viewing the advert most audiences would notice that she is mostly
unclothed. Her shirt does not cover her breast area and most of it is deliberately
exposed. This is an obvious sexual reference and is used to sell the perfume,
making the consumer seem more intimate by purchasing it. By objectifying the model
advertisers fulfil traditional beliefs that women were seen as sexual objects, the
audience do not only look at the model but rather gaze at her. In this case the ‘gaze’
shows the power the ‘gazer’ (audience) has over the subject (model), as emphasised
by Jonathan Schroeder.
In addition to the audience’s gaze the advert seems more intimate and interesting
through the use of background colours. The background utilises dark colours well in
order to advertise the model and Chanel perfume. The use of block colours such as
black refers to the mystery and darkness in the model and can generate curiosity in
the audience. This would intrigue audiences and consequently have them delve into
the advert for the perfume. There is also a presence of a blue glow around the
model’s head; this could potentially be an attempt to make the model seem God-like.
Furthermore blue often connotes royalty and is associated with status; this may be a
subtle reference to the status of the Chanel brand.
Gestures play a key role in this advertisement. The woman places one hand on the
table and the other close to her face with a finger resting gently on her lip. This
gesture is traditionally seen as a ‘sexy’ look and adds intimacy to the model,
conforming to the objectification of women. Laura Mulvey’s Male Gaze Theory would
suggest that since the model is being objectified and being gazed at, in this case, it
would hand power to the audience (even women).
Others may argue that the model is assigned some status and power because she
too is gazing back at the audience. Also the shot is slightly low angled which forces
the model to appear superior. Handing the female superiority conflicts with traditional
values and is a post-modern attitude to adjusting gender hierarchy. Furthermore the

2. model wears what can be viewed as a masculine white shirt. The colour white is
associated with cleanliness and purification which can reflect the Chanel brand. The
masculinity of the shirt assigns her with power that would otherwise be associated
with males.