Wilson1 Lexi Wilson Professor H English 114A 4 November 2013 Word Count: 1366 Lust in a Bottle Welcome to the

Coco Chanel perfume Mademoiselle, the world of elegance and fantasy. This advertisement portrays a glamorous life that leaves consumers wanting a spray of this perfume. Throughout the short commercial there are various advertising concepts that attract the consumer to the product. The claims used throughout the ad are the need for sex and dominance, the need for attention and autonomy, and the need to achieve and have prominence. Each claim relates to each other and how one can impact another desire. There are many different concepts to this ad that draws the consumer into the product of Coco Chanel. The commercial begins with Keira Knightley lying in a white king sized bed, and then she wakes up and looks to her nightstand where the perfume is. She grabs the perfume and sprays it on her neck seductively. The next scene is Knightley walking towards a tan Ducati motorcycle in the middle of a vacant courtyard; the camera zooms into her while she mounts the bike. She then rides off into the streets of Paris. She eventually reaches a stoplight where three men wearing all black on black Ducati motorcycles admire her. The light turns green and she rides off into the distance leaving the men in the dust. She then arrives at a building where a man is waiting at the window for her. He then enters inside the building and claps, which tells everyone to get ready for

Wilson2 the Chanel photo shoot. The photographer then answers the door and Knightley is there. She begins to prepare for the photo shoot. A scene is then set up like a bedroom, with a white bed, gold walls, and white flower designs. She begins to pose in various positions in the tan jumpsuit, while the camera shot simultaneously is moving back from her to the photographer who seems to have an interest in Keira. He is photographing her, while tucking her hair behind her ear. She begins to taunt the photographer by biting her lip and unzipping her jumpsuit a little. She then gestures that the other people part of the photo shoot leave, and the photographer tells them to leave. Everyone leaves and then the photographer begins to take off Keira Knightleys boots sensually. She then starts to pull away from him and has her back towards him and slowly takes down the top of her jumpsuit, exposing her bare back. She is modeling and posing naked but then she takes the sheets and makes a dress and goes towards him. He gets on top of her and is about to kiss her but then she tells him to lock the door. He gets up and locks the door and when he turns around she is gone, and went out through the window. The photographer then runs toward the window and he sees her getting back on her Ducati motorcycle. She then smirks, and tucks a small Coco Chanel Mademoiselle bottle into the top of her jumpsuit. Keira finally rides off into the distance on the streets of Paris and the Coco Chanel bottle appears ending the commercial. This commercial has plenty of advertisement claims that persuade the consumer to purchase Coco Chanel Mademoiselle. The most frequent advertisement claim is the need for sex and dominance. Sexual desires appeal to the audience because; sex sells and those in marketing use it often. For example, in the commercial Knightley is shown taking her clothes off for the photographer and taunting him. Not only is the need for sex

Wilson3 shown but also the need to dominate. Dominance is shown throughout the entire commercial because it is about being in a womens world, and showing that women hold power over men. An example of this is when Keira is riding the streets of Paris on her motorcycle and she surpasses all the other men on the motorcycle. Another time where dominance is shown is right when Keira tells the photographer to lock the door for them to be intimate but instead she flees and shows that she has the power. Both of these advertisement claims show a form of sexual desire and power. While all of these claims are shown, there are more that help contribute to the advertisement. The need for attention is a prominent factor to this commercial. It shows that she wants to be admired, and the buyer will be admired if they own this product. For example, everyone is watching her fly through the streets of Paris because shes independent and sexy. The commercial is showing that just because she wears this perfume she makes jaws drop and eyes follow. With the need for attention, the need for autonomy is also shown. Her being independence also shows that she can make ideas for herself and that she can make her own decisions. In the commercial she made her own decisions to leave the photographer hanging. The way Knightley is portrayed in the commercial is one with lots of confidence in her decisions and choices. The last few tactics used are the need to achieve and have prominence. The short clip shows that by wearing the Coco Chanel Mademoiselle perfume you can achieve more than you ever thought while living a glamorous life. The fact that she wears the perfume gives her the ability to own a motorcycle and drive through the streets like a professional, to be a model for a well known fashion line, and get anyone she wants. With success also comes prominence and being admired and respected in a high social

Wilson4 status. For example, the photographer admires her and she has nice accessories that show she has made achievements in this lifetime. This advertisement shows that she has all of these because of the perfume she uses. This commercial is very well made and catches peoples attention because of the small details and various ways they market their product. The product can appeal to many different audiences but the main audience they seem to be targeting is young women in their late twenties and early thirties, but it can also range all the way from eighteen years old to fifty years old. From the commercial the audience is targeted to young women because it has a lot of sex appeal and power, which is something all women want but especially ambitious women in their early adult life. This commercial is mostly a visual advertisement, like a silent film. The only talking in this advertisement is when Keira Knightley says, close the door. During the commercial there is music playing and it takes the role of the dialogue in this ad. It says and makes consumers feel everything that is not said. For example, the lyrics Its a mans world, but it wouldnt be anything without a women shows the power and confidence women have on men. The colors of the clip resemble the product itself. There are lots of white, black, light pink, gold, tan, and earth tones. The Coco Chanel bottle itself is clear but with gold and white lettering and lining and the perfume color itself is a light pink. The classic black, white, tan, and earth tones reflect the band Coco Chanel considering those are the most frequently used colors in the fashion line. This commercial portrays the product and stands for what it represents. This ad says that consumer culture wants to imagine a beyond ordinary life. It shows that we all want a life of glamor and sexiness. The culture views this item as being

Wilson5 a high fashion item through the techniques used throughout the commercial. It is shown that it is glamorous, classic, daring, and empowering. The ad agency does not show any culture norms in the commercial because everything is heightened to be out of the ordinary but it is also making the assumption that we all want to live a non-ordinary life. The Coco Chanel perfume may not take you into a glamorous world, but in the words of Coco Chanel, A girl should be two things: classy and fabulous (cocochanelquotes). The perfume just might give one that extra boost of empowerment and confidence that will make you feel sexy and admired.

Wilson6 Works Cited Coco Chanel. Advertisement. Chanel YouTube Channel 28 October 2013. Web. "Coco Chanel Quotes." Coco Chanel Quotes.Web. 28 Oct. 2013.