Media Language/ Representation
The advert starts with a high angle shot looking down at the well known female in the advert 'Keira Knightly' this shows dominance and power to the audience and showing the female as being powerless. Close up shot to the the female actress's behind creating a female gaze and for men to use their imagination and create a fantasy in their minds. Earlier on in the trailer typical stereotypes of a female are subverted as she is dressed revealing not much skin. in addition she stops at the red light with men turning up in motorbikes both sides of her showing that she is obedient, however drives off without paying any attention this shows her challenging typical stereotypes and showing that she is not interested.
However later on in the advert typical stereotypes are reinforced the male owns the photoshoot and is in charge showing hegemony and that the male in the advert is the dominant ideology. Close up to the females lips as she puts on lipgloss creating seduction to the male audience. The male closing the curtains and creating darkness as this is when most sexual activities take place. Taking photos while the females carries out sexual poses this reinforces that woman are shown to be sexual in advertisements and pictures to appeal to their target audience. Male then looking down at the female while she undresses herself showing that he's in control and in charge. She undresses herself while the male is still in clothes showing that she is weaker
However towards the end she then escapes and then the male is standing with his shirt undone and this time she is dressed and showing the female as being more powerful than the male however feminists would argue that there is still unequal power share between the male and female. The sound also used in the advert 'its a man's world' again reinforces that male are the more powerful person.
However towards the end she then escapes and then the male is standing with his shirt undone and this time she is dressed and showing the female as being more powerful than the male however feminists would argue that there is still unequal power share between the male and female. The sound also used in the advert 'its a man's world' again reinforces that male are the more powerful person.
Institution
The institution is Chanel a very well known brand and genuinely their products are very expensive. They mainly choose to advertise on commercial channels this is to achieve their main objective to make profit. By the representation of woman in the advertisement it shows that Chanel as a institution reinforce typical gender stereotypes however are now also adapting to the changes in society and woman's position.
Genre
Keira knightly is the main icon in this advertisement. The setting changes from place to place showing that he perfume can be easily transferred across to people. The use of celebrities and a rich middle class man shows the advert and the product is of high value and worn by middle class, wealthy people.
Keira knightly is the main icon in this advertisement. The setting changes from place to place showing that he perfume can be easily transferred across to people. The use of celebrities and a rich middle class man shows the advert and the product is of high value and worn by middle class, wealthy people.
Audience
Male and female- The primary audience for this particular advert would be female as the product in the advertisement is a .The secondary audience is male as they may want their wives or girlfriends to be sexy and attractive like Keira Knightly. The pschographics would be aspirer's women which aspire to be like keira knightly and the demographics of A,B, C1, C2 people which would be able to afford the product.
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