Analysis of two adverts

My 1st advert that I picked was coco madimoiselle by Chanel. It shows a mid-shot of Keria Knighty wearing nothing but a shirt draped over legs and bowler hat to cover her chest. Orignally this advert had Kate Moss as the model but after the cocaine Kate scandle she was drop because of the ethos of the company. Chanel picked Keria to be the new face of coco madimoiselle because as a channel spokeman said “ we think that Keria is perfect because she is always incredibly alluring and seductive”. The advert that shows keria naked gives the empression to the female audience that if you wear this perfume you will become like keria “alluring and seductive” to any man possible. The use of the lighting creates a sexy and provocative enivorment for Keria to pose in, the also use of the lighting is that highlights parts of he body that appeal to both men and women who would think to buy this perfume for themselves or a partner. Another part that creates the alluring and seductive atmosphere is the use of black background and the black bowler hat, black is usally seen as a sexy and dangerous colour that normally creates a unknown mystery what this advert outlines by the use of the Keria wearing nothing and the props that she is using makes you wonder who’s clothes are they and why is she posed like that with those props.
My second point is the way the advert creates glamour, firstly is the model Keria she is seen to many as a very successful and glamorous actress and this advert creates this by using her as the face of the perfume. The little touches that are added to the photograph add some glamour as well by the diamond necklace that is known to be a sign of glamour and wealth among many, The use bowler hat and shirt which is seen as ageless sign of glamour. In addition the shapes of the bottle also create glamour by the lid that is shaped like a gem, gems are usually seen as desirable and attractive to anybody. Furthermore, the use of the name Chanel (that is place at the top of the advert in bold white lettering) has always been seen as up market and posh and that creates the advert final bit of glamour.
My last point of this advert is the use of the timeless quality, Coco Chanel is known worldwide for being a timeless face of fashion and style and the use of using Coco and Chanel on the advert creates this timeless atmosphere because even though she has been dead for many years she is still well known and this will make anyone want to buy the perfume. As well of the use as Keria as the face of the perfume who has been seen as actor that could fit into any period in history with her unique looks and presence. The Chanel spokeman said that “Keria would not look out of place in the “40s or 50s, and that’s why she was chosen- to show a timeless chic that will never fade”. Equally the use of the bottle what has been use many of times in Chanel perfumes shows that even though it has been around for ages will still remain to everyone as timeless object of desire. Finally another timeless piece is the shirt and bowler hat that I have had said before has been seen as an ageless sign of glamour also brings to the advert a timeless quality.

My second advert choice is secret obsession by Calvin Klein what is modelled by Eva Mendes. Yet again I have chosen to make a point about how the advert creates seduction and sexiness, Firstly Eva is seen to many men as a object of desire because of her curves and her sex appeal, this is pushed further by her being naked and posed in a seductive way with her mouth open and her hair that is meant to look like she has been thrown onto the bed, as well way that she is holding herself makes her look voluptuous. Additionally they way that the image has been taken in black and white takes us back to a time that is seen as classy were men were men and women were women, if this images use shot in colour it would be seen as seedy and unwholesome. Lastly the way that the perfume is called secret obsession also creates seduction and sexiness by they way that if this perfume was picked by a man for a women he would firstly think that she would become like Eva and also become his “secret obsession’.
My second point about this advert is how Calvin Klein’s designer Francisco Costa picked her to be the face of the perfume this is because he believes since she has been through a rough patch in her life that makes her a real face for women because she is not a just celebrity she is also a human being too. To carry on the theme of her being a real face to the customer is the way that she is not like other models and is seen a normal, curvy, healthy women and not stick thin what makes the customers “feel good” about themselves because they don’t have to be thin to look sexy and beautiful and agree with this ethos that they are going for in this advert. My last point about this how she is seen as a real face for the customers is that she is seen about her life to be a normal and this makes her in this advert to be appealing and delightful intend of sexually promiscuous.
Finally I think this advert creates glamour because of the use of a celebrity makes the product seem to be Glamorous to the customers, as well as way that the bottle is shaped like a gem of some sort and the way that it is shining in the middle makes it look temping and desirable to customers. The use of the font for Secret Obsession also is glamorous because it is colored to look gold what is usually a sign of wealth and glamour. Finally the use of a designer name also creates glamour because it is expensive and attractive to customers.