Introduction.
Chanel Chance is owned by the Wertheimer’s. The company was conceptualized in the year 1909 and started as a millinery shop. The First World War greatly affected the fashion industry and was instrumental in the growth of the Chanel Chance company through the introduction of new fashion brand items that included beaded dresses which were an instant hit in the era. Chanel Chance is a privately held company that specializes in luxury items, clothes, and fashion accessories as well as fragrances. The fragrance items were introduced in the Chanel Chance items in 1924 by founder Pierre Wertheimer that specialized in the commercial products of perfumes and cosmetics. The sector has been the most profitable in the business aspects of the Chanel Chance products. Chanel established the Chance perfume a subsidiary enterprise that was established in 1997 but launched in the year 2002. The perfume was in support of artisanal manufacturing as they gathered with workshops for ornaments and buttons. The fragrance products have been advertised extensively by famous personalities that include Keira Knightley, Nicole Kidman, and Vanessa Paradis and was also donned by Marilyn Monroe. They have a wide variety of perfumes that they market.
Advertisements are visual elements that are used to generate attention on the depicted items. Advertisements are carried out through different elements that are used to induce a liking towards the targeted audience. Demographics is an important aspect of advertising as there are numerous roles that men and women play in advertisements (Wollin 111). Gender roles are critical in the persuasion of the target audience Key aspects that make the advertisement useful include the use of the eye-catching personalities and symbolic images that help capture the attention of the individual.
For advertisements to be effective there is need for the use of creativity and uniqueness in the process of creation of the advertisement. To fully grab the attention of the consumer’s elements incorporated or imagery used must be eye-catching and induce thought in the audience on the product that is being displayed by the advertisement. Creative ads are necessary as they have been employed within the setting of the advertisement using a different approach from what is expected in mainstream advertising of products. Creativity takes many forms in the advertisement by Chanel Chance products as symbolic features are combined to form the overall advert. The creativity of the advertisement makes it stand out from other forms of publication. A compelling headline that has been used by the firm assist in capturing the imagery and gaining information on what is being advertised.
The paper intends to check on the elements that make the advertisement effective and this include the use of graphically displayed data, a lady and the fragrance while also discussing the key components of the advertisement. These elements are incrporated in the advertisement and are used in the successful advertisement. An important technical aspect of the advertisement is that it is news oriented. The captivating headline brings out clarity on the products. Use of graphics has been utilized in the advertisement to assist in capturing the audience. The graphics help in drawing the attention and message to the consumers while bringing into attention the use of new advertising methods. The target audience for the advertisement is the young generation and adults who are the primary market for the fragrance line.
The advert assumes that the individuals have knowledge of the existent fragrance. The social and cultural context on which the advert is operational and involves young adults. The image assumes that the audience is made of ordinary users of different fragrance thus the need to focus efforts to use this specified fragrance. Visuals incorporated include the use of colors and texts, widespread employment of color co-relations that assist in the connection of advertisements and the world (Williamson 23). The fragrance used is efficient as it provides more information on what is clearly being discussed in the advert as the main product. The fragrance has to be clearly indicated to provide the consumer with the details of what the advert stands through an indication of the fragrance.
The visual is composed of a lady and the fragrance that is being advertised. The fragrance is arranged in a set that is used to simulate a setting of bowling. The visual is also composed of the wording of the fragrance. Other elements that are currently in use in the picture include the lady that is undertaking the main activity and a background that augurs well with the activity being undertaken. The background allows for the use of the woman’s activity to be used in clear imagery. The fragrance is used as the bowling element in the picture and is the central element of the visual as it is multiply illustrated in various areas. The focal point is the fragrance and the activity that is being undertaken with the fragrance. The perspective from which the focal point is viewed is straight ahead. There is a clear view of the focal elements in the picture. The angle through which the picture was taken was that it is shot straight ahead as it captures the image from a single perspective.
An individual is depicted in the advertisement and is among the leading elements of the advert making it more effective as she is used in the advertisement of the fragrance. The individual is a lady and she has an aura of grace as she uses the fragrance for bowling. She is a young woman, and this indicates the fragrance broad clientele base with individuals of all ages. She exemplifies her activities and looks like a master in the art, therefore, proving that she can carry out her business without fear of sweats as she wears the perfume. The fragrance can be attributed to her relaxed nature as it maintains her bodily comfort at instances where she does some strenuous activity.
The socio-economic class of the individual is important as it indicates a person that can be able to afford the fragrance. The young scent of the fragrance is clearly relayed through the age of the person advertising the product. The vitality and energy in the use of the fragrance are indicated through her activities. The scent is a young scent for those who are ready to execute their dreams.
The profession depicted suggests that the fragrance can be used in all occupations. These factors are in relation to the other parts of the image as they are used altogether in the image to help in the efficient advertisement of the fragrance as they support the main item through the persuasion of the clientele and the target market.
The image is taken in such a manner that the audience is looking at the individual in the image as she undertakes in her activity. The individual represented is not conscious of the gaze of the viewer as her image is taken from the side as she concentrates on of her activity. In the image, the body language represents an attitude of self-confidence as she undertakes in the exercise. The advertisement is geared towards encouraging self-esteem as the individual is confident in the activity that is provided by the fragrance. Power relationships illustrated to indicate that she is in charge as the fragrance provides one with the personality complex of being in control.
Scene.
The scene used for the picture is creatively made since it uses the notion of bowling to help in the advertisement of its product. The setting is a bowling area. In the background area, there is the probability of having a gaming area and hotels and shops at the foreground. Just before the image was shot the character prepared to take aim in a perfected picture that assists to capture the image that is to be relayed as the advertisement tool. The subsequent scene will include the use of the fragrance in taking aim in the bowling area. Outside the visual context, there is the advertisement of the fragrance through personnel that is worn in the merchandise of the product as they strive to create awareness and sell their products in the area where the visual was taken.
Words.
Words are used minimally with the image, and their primary use is in the advertisement of what is being advertised by the company, and that is the fragrance that is being used. The text apparently interprets the image through the naming of the primary context of the product. The use of words is very effective as it creates a mental image that is easily remembered by individuals at a later date (Edell 45). Words are clear and concise on what is being discussed. The word elements generally provide an imagery of what is being discussed in the advertisement.
Tone.
The mood used in the visual conveys a sense of delight and exuberance. This is associated with the effects that are expected from the perfume once applied. Elements that are used to illustrate the tone include the use of the individual who seems lively and the setting at which the advertisement is organized. Colors used in the picture are lively thus a creation of imagination.
The audience is not suited for the elderly as the fragrance is mainly suited for the young audience. Chance Chanel is mostly associated with young individuals as depicted in the image as well as the activity that is being undertaken as they may not represent the objectives of the fragrance line that is vitality and energy.
The social issue being illustrated by the advertisement is social bonding. The advertisement has been carried out to indicate an activity that usually involves a number of people. As the lady is involved in the activity which can consist of social beings while maintaining the required fragrance and smell during the activity. The perfume depicts its relativeness and reliable use in areas that may require one to maintain freshness. People are able to meet and bond while wearing the perfume as it allows for the required fragrance in social parlances and contexts. Maintenance of social hygienic boundaries enables one to maintain links with each other.
Works Cited.
Williamson, Judith. Decoding advertisements. Vol. 4. London: Marion Boyars, 1978.
Gordon, Jonathan, and Jesko Perrey. "The dawn of marketing’s new golden age." McKinsey Quarterly 1 (2015).
Wolin, Lori D. "Gender issues in advertising—An oversight synthesis of research: 1970–2002." Journal of advertising research 43.01 (2003): 111-129.
Edell, Julie A., and Richard Staelin. "The information processing of pictures in print advertisements." Journal of consumer research (1983): 45-61.
