For my semiotics analysis piece, I have decided to analyse the ‘Coco Madoiselle’ advertisement which advertises a Chanel fragrance for women, starring internationally acclaimed Actress, Keira Knightly. I found this particularly interesting as the advertisement has gained a lot of media attention after being banned from childrens television after being aired during the screening of ‘Ice Age 2’, which I personally have a lot of feelings about.
Although it is clear that Keira is flirtatious with the male photographer and there are seconds of the film suggesting nudity, i think the grounds of the advertisement is ‘sexually suggestive’ is somewhat over exaggerated. The uses of whites and creams in the video gives Knightly innocent connotations and the advertisement itself displays good and feminist morals in comparison to others. The bike stunts and Knightly’s very unrevealing cream presents to a young audience that you don’t have to reveal your flesh to capture the attention of a man, infact you can attract men with a skillset and can be independent regardless of gender. It also presents to young people that you do not have to say yes and can simply leave a sexual situation if you don’t want to partake in it. I personally think this is a lot less toxic to a younger generation than for example, the ‘1 million’ fragrance advertisement by Paco Robanne, in which a woman is seen dropping her skirt in response to a man clicking his fingers.
Coco mademoiselle con Keira Knightley 2011, video, Pambiancotv, viewed 8th November 2013, <http://www.youtube.com/watch?v=KifjdV1h6X8>.
1 million by Paco Robanne 2010, video, Domenico Raffaele, viewed 8th November 2013, <http://www.youtube.com/watch?v=qpj2U8G1gDc>.
CLARKE, JOSIE (2013) Kiera Knightly Advert Banned for Being ‘overtly suggestive’ The Independant, 13th February. Available from: http://www.independent.co.uk/arts-entertainment/films/news/keira-knightley-chanel-advert-banned-for-being-overtly-suggestive-8492211.html
Peace, Love and Lingerie 