RESEARCH
The most memorable 28 seconds ever broadcast on commercial TV was appropriately, a commercial. But what a commercial! This 1979 commercial for Chanel No. 5 perfume, set to a cover of the 1941 Inkspots hit « I don’t want to set the World on Fire » was directed by the famed Ridley Scott.
Classic commercial. This original ad played every Christmas season until the early 90′s. Directed by Ridley Scott with music by Vangelis. Reimagined in the 2009 film « The Watchmen » as a fictional ad.
Brand: Chanel
Year: 1979 Artist: Vangelis
Song: The Little Fete
The first shot of the advertisement is a long shot of a garden view and a mansion in the far back as it cuts into the next scene a medium shot of the women’s behind and backless swim suit is showing as she drops down her robe and sits in front of a pool. This portrays her image as a sex symbol for the male audience. There are continuous medium shots and close ups of her body emphasising her sex appeal. The use of sound is non diegetic and voice over narration as the women speaks of her feelings. The advertisement is set by an outside pool in a large garden, as the women is fantasising and sun bathing she see’s a man appear in front ,jumps into the pool and then swims over to her. This shows her fantasy that she shares with the audience using the fragrance as the channel No 5 fragrance is share the fantasy.
LINKS
http://www.modego.com/share-the-fantasy-chanel-no-5-commercial-i-dont-want.html
http://en.wikipedia.org/wiki/Chanel_No._5
How is it similar/different to your texts?
The channel No5 share the fantasy advertisement is similar to my contemporary texts as it uses the typical iconographies and cinematography of perfume advertising. However it is also different to my text as it does not contain much explicit nudity and sexual connotations as my contemporary texts, as the advertisement was set in the 1980’s women had equal rights but were still subordinated in a patriarchal society. Although the women in the channel No5 share the fantasy commercial is also portrayed as a sex symbol. Although the women that appear in the commercials in the 1980’s have power and dominance as the model in the channel commercial is represented as a diva and controls the male attention using her appearance and sex appeal.
This advertisement shows how the society has not changed as in most contemporary perfume advertising women and men are over sexualised and misrepresented .where as in the channel 1980’s ad the women is still portrayed sexually for the male audience.
TEXT 2- Channel No5 original -1953
RESEARCH
In addition to being Marilyn's favourite scent, Chanel No. 5, like many other iconic brands, secured a place in the art world. In 1959 Andy Warhol, an icon himself, did a series of nine silkscreens of the Chanel No. 5 bottle, once again making it the fragrance to covet.
The fragrance now sells a bottle every 30 seconds and is the top selling fragrance in the world. Celebrities still flock to wear it, and the latest spokesperson is Nicole Kidman, now reportedly one of the highest earning ad celebrities as a result. The adverts are based on Baz Luhrman's Moulin Rouge, a movie in which (perhaps not coincidentally), Nicole pays tribute to Marilyn Monroe in singing her own adaptation of Marilyn's "Diamonds are a Girl's Best Friend".
As Marilyn Monroe once famously said “What do I wear in bed? Why Chanel No. 5 of course”. This is probably the most famous of Marilyn's quotes and undoubtedly what gives Chanel No. 5 such appeal. Who wouldn't want to smell like Marilyn? That is not however the beginning and the end of the story. Chanel No. 5 is a very carefully planned and created scent both in the philosophy behind its creation and the inspiration for its fragrance.
ANALYSIS
The commercial begins black and white with a medium shot of Marylyn Monroe on a cinema screen as she is sitting in disguise in the audience watching her own movie as a close up of her chest is shown as her breasts appear to become large and a close up shot of her hair turns blonde as the screen turns into colour she opens the bottle and the audience turn in her direction in shock as she says the channel No5 fragrance the women repeat her words as they are attracted to her scent. The mise en scene is in the cinema. The use of sound is non diegetic sound and voice over narration. As they look at her she suddenly turns back into her disguise and the audience look away as the channel commercial represents the fragrance as Marylyn’s scent. As once Marylyn was asked what you wear to bed. She answered five drops of channel No5.this became the biggest success of channel No5 and still continues till this day.
LINKS http://www.suite101.com/content/icons-chanel-no-5-perfume-a44263
http://webcache.googleusercontent.com/search?q=cache:JyQ8CqiGwrEJ:en.wikipedia.org/wiki/Chanel_No._5+channel+no+5+marilyn+monroe&cd=9&hl=en&ct=clnk&gl=uk
TEXT 3-Bvlgari perfume kate moss -2008
RESEARCH
Seeing is believing, as they say, so Bvlgari has collaborated with the most winsome supermodel within the industry, the heart and soul of the modelling world, the core reason women aspire to pose in front of the camera - Kate Moss.
Bvlgari first paired with Kate Moss in 2006, when she posed for the re-launch of Pour Femme, a fragrance created by perfumer Sophia Grojsman several years previous. In 2008, Bvlgari opted to lend a more sophisticated touch to its jasmine perfume with a harmonious variation called Jasmine Noir (Black Jasmine) and the stellar charm of Kate Moss, who fronted the world wide campaign in order to help satisfy consumers seeking a rarer sensation.
So successful was the campaign, Kate Moss and her innate style, that spoke to millions from the pages of Vogue, inspired the creators of Bvlgari, provoking them into creating an assortment of eyewear based upon the precious necklace and diamond studs she wore during the advertisement Bvlgari Jasmine Noir.
ANALYSIS
The commercial begins with a long shot of Kate moss swaying in drapes as a close up of her face is shown to show the audience that Kate moss stars in the commercial of the new Bvlagari perfume. A close up shot then appears as she come from behind the curtains and makes eye contact with the audience, a close up shot of the perfume bottle is shown spinning in slow motion as this represents the perfume as a very sensual and passionate scent. a medium shot of kates slender naked back is shown as the shot dissolves into a scene of the perfume bottle spinning across the screen in slow motion. The use of sound is non diegetic sound of a French song as the perfume design is French which also matches the theme of the commercial. The advertisement is set in black and white as it is represented as a historic French theme.
LINKS
http://www.sunglasses-shop.co.uk/sunglassesnews/october-2009/Kate-Moss-for-Bvlgari.asp
How is it similar/different to your texts?
The Bvlgari commercial is similar to my text as it uses the typical iconographies and style to my contemporary texts. It also features Kate moss as the model promoting the perfume as this also represents its similarity to my texts as she is the most contemporary of models. The text is similar to my text as the use of cinematography and sexual connotations used to represent Kate moss are also promoted in similar conventions. However the use of style and theme in the commercial is vintage and elegant as the fragrance is being promoted from a black and white theme as the perfume bottle is in colour this also shows the use of technology and difference to my contemporary texts. This shows how the society has changed as the commercial uses a size zero model as contemporary commercials use plus size models.
OTHER TEXTS
Cindy Crawford - Revlon Intimate Perfume (1987)
Seeing is believing, as they say, so Bvlgari has collaborated with the most winsome supermodel within the industry, the heart and soul of the modelling world, the core reason women aspire to pose in front of the camera - Kate Moss.
Bvlgari first paired with Kate Moss in 2006, when she posed for the re-launch of Pour Femme, a fragrance created by perfumer Sophia Grojsman several years previous. In 2008, Bvlgari opted to lend a more sophisticated touch to its jasmine perfume with a harmonious variation called Jasmine Noir (Black Jasmine) and the stellar charm of Kate Moss, who fronted the world wide campaign in order to help satisfy consumers seeking a rarer sensation.
So successful was the campaign, Kate Moss and her innate style, that spoke to millions from the pages of Vogue, inspired the creators of Bvlgari, provoking them into creating an assortment of eyewear based upon the precious necklace and diamond studs she wore during the advertisement Bvlgari Jasmine Noir.
Print advertisment
The commercial begins with a long shot of Kate moss swaying in drapes as a close up of her face is shown to show the audience that Kate moss stars in the commercial of the new Bvlagari perfume. A close up shot then appears as she come from behind the curtains and makes eye contact with the audience, a close up shot of the perfume bottle is shown spinning in slow motion as this represents the perfume as a very sensual and passionate scent. a medium shot of kates slender naked back is shown as the shot dissolves into a scene of the perfume bottle spinning across the screen in slow motion. The use of sound is non diegetic sound of a French song as the perfume design is French which also matches the theme of the commercial. The advertisement is set in black and white as it is represented as a historic French theme.
LINKS
http://www.sunglasses-shop.co.uk/sunglassesnews/october-2009/Kate-Moss-for-Bvlgari.asp
How is it similar/different to your texts?
The Bvlgari commercial is similar to my text as it uses the typical iconographies and style to my contemporary texts. It also features Kate moss as the model promoting the perfume as this also represents its similarity to my texts as she is the most contemporary of models. The text is similar to my text as the use of cinematography and sexual connotations used to represent Kate moss are also promoted in similar conventions. However the use of style and theme in the commercial is vintage and elegant as the fragrance is being promoted from a black and white theme as the perfume bottle is in colour this also shows the use of technology and difference to my contemporary texts. This shows how the society has changed as the commercial uses a size zero model as contemporary commercials use plus size models.
OTHER TEXTS
Cindy Crawford - Revlon Intimate Perfume (1987)
Xia Xiang Perfume (1990)
Kate Moss Perfume by Kate Moss (2006)
Kate Moss Velevt Hour (2008)
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