Chanel advert analysis

Denotation

As you can see in the advert the model (Keira Knightley) is right in the middle so as soon as we look at the advert we see her. Also she is a very attractive women which alot of men admire so it is appeling to the men to buy it for there wifes/girlfriends. Women will see this advert and see that she is very beautiful and they may think well if it is good enough for Keira Knightley its good enough for me. Perfume companies always use beatiful, aspirational models. The female audience will aspire to be like the modles. We can also clearly see the product at the bottom of the page and what it looks like along with the brand name and also the specific products name.

Connotation

If we look into the advert abit more we can see that Keira is not wearing much in the way of clothes so yet again it is hoping to appeal to the male side of the population. She seems to be in some sort of lift meaning that maybe she was at a important meeting or in a hotel. She is also wearing what appears to be an expensive necklace so maybe it was a night out at an expensive restuarant. Keira is holding a bowler hat which in the television advert she is wearing this links the two adverts. This could also be a sign that she has possibly tacken from a man she was getting close to, giving another aspect of romance and lust to the advert. Connotations of lust and sexuality are often used in fashion and perfume adverts. Again Keira Knightly emodies many of the values and aspirations of the target audience-she is young, confident and sexy. Chanel have paid Keira Knightly to appear in thier adverts as chanel want to be associated with the values she emodies.