Tenth lesson of Media Studies - Celebrity Endorsment

Today in the lesson we looked at celebrity endorsement. The main brand we looked at was Chanel. Over the years they have used many different celebrities in their fashion and fragrance advertisements. For example Chanel has used numerous celebrities to advertise their iconic fragrance Chanel No 5 including:

1.       Kiera Knightly – 2011/2012

2.       Marilyn Monroe – 1950s

3.       Nicole Kidman – 2003

4.       Audrey Tautou - 2012

5.       Catherine Deneuve -  1970s

 

Brad Pitt as the face of Chanel 2012

We also started looking at the current/ upcoming male face of Chanel, Brad Pitt. He is the first ever male to represent Chanel No 5. We most commonly think of Chanel No 5 as a female fragrance because of the numerous numbers of celebrities advertising the perfume. But having Brad Pitt as a Chanel celebrity spokesperson or ‘face’ has started the new age of Chanel perfume advertising. We looked at the 3 ten-second teaser trailers to introduce their video campaign.

 

Chanel values remain constant and are extremely classic to the way the fashion brand represent themselves. Chanel is a classic brand that sells sophisticated women’s wear and fragrances.

 'We think very much that the perfume is a seduction between a man, a woman and the perfume. No.5 is our leading fragrance, and we are willing to make the investment to keep it on that level.' (Andrea d'Avack, Chanel spokesman)

 'To keep a legend fresh, you always have to change its point of view. It is the first time we've had a man speaking about a women's fragrance.' (Chanel’s brand advertising messages ‘updated’)





Founder of Chanel - Coco Chanel