Advert 2 is aimed at girls ranging from the late teens to mid-20s. The advert uses a VLS at a straight angle. This could represent the straight forwardness and directness. The bottle connotes that the model appears mesmerised, shown from her closed eyes. The hugging of the side of the bottle and half of her body immersed in the perfume also represent the idea of mesmerisation. This position implies that the perfume is overwhelming. The use of saturated orange tones gives it a summery feeling which reflects the scent as well as connotations of warmth which is supported by the gesture of high key lighting and hugging. The plain white background accentuates the clear bottle with a bright yellow liquid inside which suggests sunshine as the bottle is circular in shape, which also like Advert 1 implies wholeness. The product applies to women who aspire to make that transition from teen to a woman, portrayed by the model wearing a classy outflowing dress to show a sense of freedom from the product similar to the model in advert 1. The text is very bold and contrasting in colours. The black and white show a sense of acceptance and it highlights the name of the brand “Chanel” as being high-end brand usually featured in magazines that co-operate with their target audience.
In my opinion, the “Chanel” advert is more effective in selling their fragrance because of the positive emotion created by the lighting. The use of colours is more cheerful as it consists of lighter tones connoting happiness. Whereas in advert 1 the inclusion of darker tones connotes mystery. This could tap into the fears of the target audience of not being good enough especially as the advert includes a very famous model.