Looking at this particular Chanel No5 advert we can denote that its main target audience is women, of NRS grouping C-A due to the expensive nature in which it is portrayed - However having prior knowledge on the NO5 scent, this advert is for the sole purpose of broadening that target audience due to the perfume generally being favoured by the more mature woman (40+) this is attained by using the younger model that may be more related to by a younger women. Chanel is what is classed as a luxury brand therefore is attempting to appeal to those with a bigger disposable income to purchase the fragrance.
The adverts key message is that in order to live an affluent lifestyle such as the women in the TV advert and print products, then you must begin by buying more expensive perfume. The entirety of the advert shows an idyllic world where the woman is desired and lives an extravagant lifestyle which is what stereotypically women want for themselves and for their families and it is denoted that should you buy Chanel - you too may be able to live this life as far fetched as it might seem realistically. At the forefront of this advertising campaign is essentially the idea that they want you to want this perfume and by using different techniques and giving the advert sex appeal they have engaged their audience.
Unfortunately at this present time it is common for young women to find being abnormally thin attractive therefore by using a well presented model again with what is considered to be the perfect body type, the brand is enticing a larger group of people to the fragrance for the sake of being related to the stereotypes this advert portrays. Although less obvious this advert could also appeal to men due to the strong male presence in this advertisement what with the singer and husband/boyfriend that is seemingly attracted to the model. This directs men towards other fragrances the brand and serves as a form of cross advertising as the general message carries throughout the different campaign. The soundtrack that goes along with this advertisement gains support from other people that may not be acquainted with the brand as much due to fact of it being so popular. 'The One That I Want' denotes that by purchasing this scent you will become wanted or more desirable to the type of man in the advert whom is seen in the media to be 'perfect' hence why Chanel chose two very attractive people to be associated with the brand.
This is one of the adverts for the Chanel NO5 campaign which aired November 7th 2014, alongside this tv advert came various other forms of print based and web advertising. The most successful of these platforms would be the tv campaign as it managed to reach a broader audience however more specialist magazines such as Marie Claire around this time allowed the magazine a double page spread. Alongside the TV advert, Chanel made a small two minute film from which scenes were shown in the advert ( https://www.youtube.com/watch?v=8asRWe5XNw8 ) meaning when searching for the advert to view on the internet you get directed to the full length film version which allows the audience more of a chance to view the extended film with more Chanel product placement which continues to enforce this idea of buying the product. Although the brand didn't offer a radio advert, the vast amount of public domain advertising manages to carry through the message message of - to live this lifestyle you must be this/buy this.
The fact this advert was aired only on Tv and public domain advertising allows us to see the branding of this particular perfume which we now associate with the Chanel branding for example the logo and the classic black, white and gold which connote luxury and expense - should this have been a radio advert the same things which are now strongly associated with the brand wouldn't have been shown therefore the effect a lot lesser. Because Gisele Bunchen features on both the aired tv adverts and public domain we not only associate her with the brand but the fonts and colours which feature around her which again would have been far less effective should this have been aired on radio.
However taking all of the above into consideration, i don't think the advertising campaign is as effective as it could be. Luxury fragrances are what is considered a niche market and only appeals to those in a higher NRS grouping simply due to the ostentatious props and home life they are showing. To some, the abundance of nice things may be 'off putting' or excessive which drives those who could potentially buy the product for an occasion away. The website today shows no relevance to the advert still being aired which takes away all of the links made to the celebrity endorsement , a complete section of the website is dedicated to the NO5 fragrance however the fonts and model used for the advert, print based products and mini film are not present which could cause potential confusion to those possibly willing to buy.
When advertising a product for the audience to buy, it is important that the representation of that is fair, in this circumstance - it could be inferred that the people whom buy this fragrance are those who potentially have a lot of money and that you could possibly live this lifestyle. However this isn't outright and relies on its audiences realism. Should the producers have said explicitly that the scent makes you appeal more to those with more affluent life styles , they could have potentially been caught out by libel/slander laws and would leave themselves susceptible for public complaints. Because an accompanying short film goes along the main advertising campaign, intellectual property rights would have to be owned by the production company working alongside Chanel to prevent others misusing its content.
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| Public domain advertising |
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| Chanel NO5 website lacking endorsement |
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