Chanel No.5 Advertising

Comparison of Chanel No.5 Magazine Advertisement in 1959 and 2004 “What do I wear in bed? Chanel N°5, of course.”Marilyn Monroe mentioned in her interview in 19521. When referring to fragrance, it is hard not to mention Chanel N°5, due to its uniqueness, longevity and popularity, it is associated by others with women, famous and not famous, who have worn it in different eras over its decades. Chanel N°5 is the first perfume launched by CoCo Chanel in 19202, it is not only one of the world’s top selling perfumes3 but also represent a world of fantasy and reflection of the desire and pleasure of the time period. 
 Prior to the introduction of magazine, newspaper is the main communication source of information and advertising in the society4. At that time period, it is one of the most effective method for advertisings to enter the house of consumer since the limitation of technological development of radio and television have not yet been discovered. Different from newspaper, magazine does not aim to target everyone, it often has very specific group of target group, presenting information and areas of interest that its target group would enjoy. In the early age of magazine, there was a great emphasize in targeting elite class of the society, which be seen from extremely informative full page of texts. After a realization of increasing number of middle class and immigrants, magazine shifted its target from the elite to middle class5, which lead to the necessity of the use of imagery to communicate. Editors of magazine has shift from elite man with a background of mostly literature to middle class man with a background relating to merchandise. Magazine realized that the profits are not made through subscriptions, but through companies market their products by buying spaces in the issue6. Advertisement in magazines has become one of the most prominent method of marketing or in another word, methods of creating desire. Chanel has always been featured their

Bibliography: Advertisingcritic. “Nicole Kidman Ad for Chanel No. 5 Perfume.” Accessed October 01, 2013. http://www.advertisingcritic.com/nicole-kidman-ad-for-chanel-no-5-perfume/ Cafleurebon. “CHANEL N°5 CULTURE Exhibition May 5 – June 5, 2013: The Life, Photos and Legacy of Coco Chanel.” Accessed October 01, 2013. http://www.cafleurebon.com/chanel-n5-culture-exhibition-may-5-june-5-2013-the-life-photos-and-legacy-of-coco-chanel/. CBS News. “Chanel Girl Suzy Parker Dead At 69.” Accessed October 01, 2013. http://www.cbsnews.com/2100-207_162-552447.html. “Nicole Kidman - Chanel No. 5 Classic Commercial .”  YouTube video, 2:03.  Posted by "Listitude," November 9, 2012.  http://www.youtube.com/watch?v=a_GVRC8IPjA. Partington, Angela. “Perfume: pleasure, packaging and postmodernity” In The Gendered Object, edited by Pat Kirkham, 204-217. New York: Manchester University Press, 1996. Reichert, Tom. “Aromatic Aphrodisiacs.” In The Erotic History of Advertising. 253-290. Prometheus Books, 2003. Peiss, Kathy. “Making Up, Making Over: Cosmetics, Consumer Culture, and Women’s Identity,” In The Sex of Things: Gender and Consumption in Historical Perspective, edited by Victoria de Grazia and Ellen Furlough, 311-336, University of California Press, 1996. T.J. Jackson Lears, “From Salvation to Self-Realization: Advertising and the Therapeutic Roots of the Consumer Culture, 1880-1930, In The Culture of Consumption: Critical Essays in American History, edited by Ed. Richard Wightman Fox and T.J. Jackson Lears, 1-38, New York: Pantheon Books, 1983 Wilson, Christopher P. “The Rhetoric on Consumption, Mass-Market Magazines and the Demise of the Gentle Reader, 1880-1930, In The Culture of Consumption: Critical Essays in American History, edited by Ed. Richard Wightman Fox and T.J. Jackson Lears, 1-38, New York: Pantheon Books, 1983.