October 1, 2012
Rhetorical Visual Analysis of Chanel Advertisement
Few people realize the true impact of product advertising, but the truth is that the modern consumer is severely affected and often subconsciously influenced by advertisements, especially if it is a quality and persuasive advertisement. But how does one create an effective ad? That is literally the million-dollar question that keeps the advertising industry so competitive and prosperous. The French fashion house, Chanel, has constructed a striking and persuasive image to lure the public into desiring and ultimately purchasing its product through the appeal of ethos and effective visual tools. Fig. 1. Coco Mademoiselle advertisement with Keira Knightly. 2011, Chanel Fragrance Campaign.
Fig. 1. Coco Mademoiselle advertisement with Keira Knightly. 2011, Chanel Fragrance Campaign.
In 2011, Chanel released an advertisement for the perfume ‘Coco mademoiselle’ featuring the British actress Keira Knightly as the ‘face’ of the new fragrance. This advertisement was displayed in women’s fashion magazines, such as ‘Vogue’, all across Europe and the United States. The image shows the young, beautiful, glamorous, Keira Knightly holding a bottle of the perfume while looking straight into the camera. Most people who view this advertisement are at least faintly familiar with the Chanel fashion house, especially women. The advertisement relies on the company’s prior ethos appeal by making Chanel’s trademark one of the first things the viewer sees. When the target audience sees this word ‘CHANEL’, one immediately recognizes the credibility and status of the fashion house. Chanel has been building up its character and credibility for over one hundred years. The fashion house has become iconic due to its originality and its now trademark clothing design. Chanel symbolizes the ultimate image of class, sophistication, and beauty because of its impeccable and...