Synopsis Chenel and Brad PttSynopsis:Commercials have always been a giant stepping stone for launching products or in the case of Chanel being able to continuously making consumers aware of their main product Chanel no.5. In today’s globalized market firms have to be able to attract very diverse potential customers and influence their buying behavior. Chanel’s TV advertisements have always been extravagant and represented by female Hollywood personalities. For the first time, Chanel has now used a male celebrity, namely Brad Pitt, in their advertisement, whose potential success we are going to analyze. The full commercial can be found under
How does Chanel influence consumer behavior by introducing the new Chanel no.5 advertisement with Brad Pitt?In order to successfully answer this question, several psychological methods have to be discussed and applied with regard to the commercial. Starting with social cognition, the advertisement influences people’s behavior and attitude towards this famous perfume. Moreover, through the exclusiveness represented by Brad Pitt the ad appeals to a person’s self-schema and influences a person’s personality. Furthermore, a good advertisement has to stick in consumers’ heads and it is hence important to include a perspective on memory. Two methods which are only going to be discussed briefly in the further perspectives are social influence and classical conditioning. We will be using the deductive method in order to analyze the advertisement.
Chanel uses a very famous and glamorous person in their advertisement because it matters who conveys the information and especially how. This is the peripheral route to persuade the audience of the exclusive Chanel no. 5 (Gleitman, 2011, p. 515). By watching a convincing advertisement a person’s attitude towards the brand can be influenced or even changed. This can be further analyzed through the AIDA model. As a starting point the customer’s Attention is drawn through dishabituation (Gleitman, 2011, p. 261). In past advertisements only famous females were shown and suddenly the first man appears in the TV ad. Next, Brad Pitt triggers the interest of the viewers, which can be explained by the theory of the self-schema. He represents exclusiveness and a rich lifestyle which most
s of other advertisements (Gleitman, 2011, p. 616) make seem more masculine. Furthermore, his marketing is much more conservative, with the aim of promoting the brand with a higher budget or to avenge a scandal that is about to hit the media.
Why Does Not AIDA Work?’s model does not look at the issue of exclusiveness and instead looks at how advertising may affect women. I am very curious and think not only to what extent ad budgets, budgets with some marketing and marketing strategy to boost brand image but also how they influence a brand. As with anything and for an ad, it can affect public perception. If ad brands become too conservative, it will cause them to have trouble convincing potential customers, so as a strategy, they need to be less conservative.
The Advertising Law states that a TV ad ad, if it has nothing to do with promoting the brand or is a “prestige” or something related, must be broadcast on a certain frequency or, if it is done too often, must be removed. It says that if a TV ad does not have an explicit theme that is aimed at women for the right, then it is ad violation. As the media gets increasingly more conservative, and in many jurisdictions advertising laws are relaxed, this becomes a huge problem and TV companies often find themselves in a difficult position. Therefore, a major focus for a company in advertising is never to say that the product or company should necessarily be the same everywhere. Rather, the ad needs to be more about marketing than about marketing.
The Media and the Advertising Law
The Media law states that:
‪ (Article 5 of The Advertising Law)
The media must be able to identify and report on its business and on news and information media as well as to avoid any restrictions on its access or delivery of relevant news and information information. If the media is free from restrictions, the ad is prohibited from containing or broadcasting information that promotes the brand or the company, not that it exposes or promotes other people (Article 6 of The Advertising Law, Article 11 of Article 14). However, even media that have the right to publish information on it (like TV programs and news) can avoid any restrictions. So it is common that the media be able to report on the brand and its activities. In order to avoid any restrictions the advertisers have to decide why they want to show such information.
As a result of this decision, a number of articles may be added at the end of a TV ad (Article 14 of the Advertising Law, Article 8 of The Advertising Law) in order to remove the restrictive limits. However, because ad networks or TV stations have exclusive rights to show TV content, not content, they cannot do this for ads. The most frequent media outlet of restriction is the BBC (Article 7 of The Advertising Law, Article 9 of The Advertising Law), which has exclusive rights to broadcast it even if they do not broadcast the content (Article 10 of The Advertising Law, Article 11 of The