https://www.youtube.com/watch?v=iBBeY6wSYDE (commercial version)
Throughout the advert we see a strong female character which helps appeal to women around the same age, she is obviously well established and lives a lavish lifestyle in a large beach house. This gives women an ideal self and a desire to wear the perfume due to it being related to such a strong female personality. Within the advert we see a scene featuring a small child, this is important as it conforms to the thing we associate most to women, being a mother. The bonding shown in the advert is over the Chanel No5 perfume and associated make up which again appeals to mothers as they see it to be an ideal way to get in touch with their younger daughters (being a role model/ owning expensive luxury products).
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| Being a mother, more relatable than a model for most women. |
The advert is based on the denotation that women are strong independent people and the need for a male presence isn't always necessary, which again calls to the new age audience of feminists as many other Chanel adverts feature men running after women rather than the alternative. The use of the popular song 'the one that i want' is important due to it originally starring in the film grease where it featured up beat and sang by both male and female characters whereas here it is being sung by a man socially deemed as 'attractive' again appealing to women. Using a song from this popular 'chick flick' is more likely to be appreciated by a female audience as it is something that they have interacted with before but can now relate to a seriously upmarket product.
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| Strong male presence, gives sex appeal to the perfume. |
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