Advertising on Coco Chanel

Word Count:1070

Regarding the campaign, there are three concepts in Barthes (1977), the first notion is the linguistic meaning, the writing in left of the advertisement. Secondly, the iconic, implicit and representative in the shot: the woman who owns the bottle of fragrance, which includes the message of background. The consumer’s desire are expressed by the two messages, then hidden in our daily life experience until we found out they are probably implicit. The third message in the image is the literal meaning about the subject.

Coco Mademoiselle looks like the message of linguistic as Barthes’s theory (1977). Moreover the perfume conceivably to be his relationship between the anchor and relay; the Coco Mademoiselle is the perfume by Chanel. The handwriting and shot creates the connection reciprocally. Hence, that is expression that make consumer may recognize how the shot describes. It might be suggested that the woman is simply picture of the literal meaning. Keira Knightley and the perfume are iconic factors to attract the spectator’s prettiness, jealousy and gladness.

In term of the campaign, the shot interpret two different images. In the beginning, the right side is definitely captured of the beauty that looks directly to the camera, then she holds the bottle of Chanel fragrance close to her lips. In other side of the printing, the script of Coco Mademoiselle almost occupied the whole left part, which means the name equals to the lady in the other side. The lady connects the name of the perfume and the image in this advertisement. Besides, she holds the perfume in her hand, which means she is bigger than it. Nevertheless, the hand-assembled gesture keeps and protects the perfume, which means need to be cherished, appreciated and protected. The photograph’s appearance perhaps focuses more on the lady who is certainly momentous more than the perfume but whose significance should not be underestimated.

The photo supposed to...