Vintage Chanel ads are famous for their appealing, seemingly effortless women. The women in this ad are bright, sporty, and classy. Chanel has used narration to tell these women’s story. The background of the photo is shades of dull brown, green, and gray. This makes the women pop out in their hot pink and cerulean shades of blue. This appeals mostly to the emotions of women. They want to be like the women in the picture, therefore they will want to buy Chanel’s clothing (don’t we all). Another application of pathos is the women’s expression. They look light and carefree, which is what we all want to achieve for ourselves.
The fact that both of the women are drenched in gold jewelry also appeals to the consumer. It is portrayed that women who wear Chanel are living lavish lives and can afford to wear 4 golden chain necklaces to play soccer in the streets. The setting of the ad is appealing to the metropolitan woman as well as an inner city woman. This ad does a very good job of showing you can be fashionable and still live your every day life. They want you to know that their clothes can fit into a modern lady-on-the-go lifestyle, which the upper class clothing of the eighties didn’t exactly do. Comfort and utility was coming in to play, along with shoulder pads of course, and they wanted people to know that they were on the fabulously utilitarian bandwagon.
I think the fact that the ad has almost no writing actually says a lot. Most brands or products need a catchy slogan but the company simply chose “Chanel”. They are letting the clothes and the models speak for themselves and are not relying on words. All together, I think this approach is very effective. Knowing that women thrive off emotions and wants and playing on that is a very wise advertising move.
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