The Coco Mademoiselle Perfume Commercial Essay

978 words - 4 pages

The ideal post-modern woman is a collage of charm, grace, beauty, strength and independence. This ideal is what Keira Knightley epitomizes in the Coco Mademoiselle perfume commercial. A far cry from the original feminist movement which was entrenched in politics this post-feminism created a realm where woman sought all the riches of the feminist movement but shunned the feminist title (Goldman 1992, 130). Keira is presented as a beautiful independent woman, who is free from the hold of men and sexually liberated. However, through close examination, it is clear that her independence is in relation to her power over the men in the commercial. Further, this power is simply power over the man whom she wishes to seduce.
The commercial begins with Keira slipping into her loft in the early morning, wearing only a men’s white dress shirt and black hat. She looks past the camera, never making eye-contact. Keira is presented as the super-woman which Goldman (1992) describes as “sublimely self-confident and secure, poised, effortlessly beautiful, [moving] with a style and grace called ‘presence’... independent and successful; liberated, yet feminine and romantic; modern, yet traditional at the same time” (107-108). By looking past the camera Keira becomes the subject of envy. This envy can only be achieved by distance, we look to her but she does not look back at us, her demeanour signifies confidence, which we watch but do not have a connection to (Goldman 1992, 118).
Throughout the ad, Keira exudes a confidence in a playful yet mature way. This confidence, however, rises from her relation to men. At the beginning of the commercial she is dressed in a way that implies she has just left her lover’s room. So the ‘presence’ which she holds is portrayed as a product of her recent encounter with a man. This is emphasized by her anticipation for her next contact with another man. As she is imagining the next encounter she sprays herself with Coco Mademoiselle. She then leaves her room, only to immediately meet the man she had envisioned.
Keira exercises her power over men through the use of the perfume. It is not clear whether the room she had come from at the beginning belongs to the man she envisions and encounters later in the ad, but either way her ambivalence towards them is a sign of power over them. This self-control plays into Goldman’s (1992) observation that control in advertising lends itself to other aspects of life (111). Keira is in control of her situation, her interactions with men, and her body as well. This control is what makes her Coco’s “mademoiselle”. Mademoiselle has been typically associated with the transition from child to womanhood which is something that is unnerving to most young girls, with Keiras childlike play and mature grace Chanel has placed the childlike and mature side by side. Eluding that although you may be growing older, you can definitely act younger while still be in control and mature. This is quite reminiscent...

Find Another Essay On The Coco Mademoiselle Perfume Commercial

fashion brands and top iconic designers - somewhere - facts and information for a speech

1213 words - 5 pages design, she developed the back-to-back C trademark logo which remains one of the most recognizable designer logos on today’s market. Keira Knightley and Kate Moss have both stood as the face of Chanel’s Coco Mademoiselle perfume. Chanel continues to market their incredible designs using some of the most recognizable faces in Hollywood. When Chanel was 12, she lost her mother to bronchitis and her father put Chanel and other daughters to the convent of

Chanel's Influence On Fashion Essay

920 words - 4 pages Chanel’s Influence on Fashion Coco Chanel was one of the most influential fashion designers of the Twentieth Century and she was the first significant female fashion designer. The fashion world was impacted by Chanel’s phoenix like return to fashion after her retirement in 1953. Chanel introduced men and women to practical yet elegant styles. Although Chanel has been deceased for forty-one years her undeniable influence on fashion and

The Life of Coco Chanel

1964 words - 8 pages show, the audience sat in silence, not even applauding afterwards. While critics were being harsh judging Chanel, she was back at work, improving her designs and ignoring the negativity (Gaines 14). “Spray yourself wherever you might be kissed. A woman who overdoes it with perfume has no future, for she will only offend her friends and admirers” – Coco Chanel (Picardie 113). The highly famous Chanel No. 5 was open for public purchase starting in

Coco Chanel

936 words - 4 pages “Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening.”-Coco Chanel. Gabrielle Bonheur Chanel was a legendary fashion designer famous worldwide for her revolutionary designs. Her career especially thrilled during the 1920s and 1930s. She was born on August 19, 1883, in Saumur, located in the Loire Valley of France. Her unmarried mother worked

The Development and Changers of Fashion

1372 words - 6 pages women. There have been many fashion designers over the years, but I am only going to write about two particularly influential and interesting ones: Coco Chanel and Christian Dior. Christian Dior was born on January 21, 1905, in Granville, France. He was the second of five children born to Alexandre Louis Maurice Dior, who was the owner of a highly successful fertilizer manufacturer, and his wife, who was named Isabelle. When he was a boy

History Research Topic

1022 words - 5 pages Beginnings of Coco: Gabrielle Bonheur Chanel was born in France in 1883. When her mother died of disease when she was at the age of twelve, her father abandoned her and her siblings. She was taken in by nuns at an orphanage where she learned to sew. The nuns’ black and white clothing inspired her designs, especially the “Little Black Dress/ LBD”. Learning to sew was her means of escape. Without the overwhelming tragedies of her childhood

marketing paper

690 words - 3 pages Diana Shi Marketing AnalysisChanel S.A.Introduction to the CompanyChanel S.A., commonly known as Chanel, is a French fashion design company. It was establish by Coco Chanel in 1913. Chanel was representing as a new style in 20th century, because Coco Chanel was the first person who broke the old values and created a new idea of fashion.ProductThe products of Chanel are mostly haute couture, perfume, jewellery, and accessories, and they are

History of Perfume and Fragrances

1658 words - 7 pages History of Perfume and Fragrances The history of perfume is a reflection of humanity: a means of exchange, a protection against disease, a potion with divine virtues, a gallant message, which reflects society, perceptibly communicating its sense of commerce and medicine, of the sacred and the sensual. The word "perfume" comes from the Latin per fume "through smoke". This refers to the original use of fragrances - the burning of incense and

Customer Trail On Restaurant Operations

1437 words - 6 pages The term 'food service' brings to mind a picture of a dining area. However, the food service is very vast, ranging from commercial to non-commercial operations. For the purpose of this report, l will reflect on the commercial aspect of food service operations based on a customer trail report. The following are some types of commercial of food service operations: 1. Free standing restaurant 2. Hotel dining room 3. Coffee shop 4. Quick service

Misleading Perfume and Cologne Advertising

860 words - 3 pages tuxedo he; wraps his arms around her and kisses her passionately on the lips. They both look at the screen and smile. On the bottom of the screen is a small bottle marked with a label of a recognizable perfume company. Now coming back into reality from the mesmerizing commercial, consider what affect this perfume has to most of the typical consumers of this product. A consumer may wear the perfume while at a nightclub in order to attract some

Research Project: Women In Advertisements

2663 words - 11 pages issue of Glamour, there are two different fragrant advertisements a few pages apart. One is for Coco Mademoiselle by Chanel featuring Kira Knightly (Figure 3). In this photograph she is lying on her back and looking into the camera with the bottle of perfume in her hand but also touching her lips. By her lying on her back, that puts her in a passive and defenseless position. And having the product touching her lips and by her mouth, it makes it very

Similar Essays

The Elegant Life Of A Legend: Mademoiselle Coco Chanel

2104 words - 8 pages dispute lead to Chanel’s freedom and independence, though she could never be rid of Wertheimer, they both turned Chanel No.5 into gold. “Chanel No. 5 would become the best-selling perfume in the history.” (Karbo 115) After launching her perfume Chanel retired from the fashion business, however she made her comeback after seeing French fashion become dominated by males. January 19th, 1931, film producer Samuel Goldwyn announced in Paris that Coco

Chanel Parfum Essay

1600 words - 6 pages Who established and founded "Chanel"?Mademoiselle Gabrielle Chanel (also known as Coco Chanel) established and founded "Chanel" in 1914, at this stage they were a small unknown shop that sold Ready-to-wear clothes, Accessories and Perfume.One of Mademoiselle Gabrielle Chanel's most popular creations was "Chanel No.5" which was made in the year 1921. She received many compliments about her fashion (her perfume was the first perfume to ever be

Coco Chanel: Designing Elegance And Beauty For Women Across The World

926 words - 4 pages Karl Lagerfeld took over as executive designer of the haute couture and ready-to-wear lines. Lagerfeld continues to gracefully follow in Mademoiselle Chanel’s footsteps by creating clothing, accessories, and fragrances influenced greatly by Chanel, and with a twist of his own style. Her signature fragrance, Chanel No. 5 continues to make one fourth of the worlds perfume sales today. Also, the line is one of the most anticipated when it comes

Esa=Say Essay

1924 words - 8 pages Channel’s perfume ad for Mademoiselle. The specific perfume Mademoiselle is a popular fragrance by Chanel that is fresh and young quite resembling young Coco Chanel. This bottle of perfume is considered a luxury being priced around 120$. Finding out the marketing plan of this certain ad all starts out with the core marketing concepts of every company. First and foremost, the reason I chose to do research on this ad is because I found it to be