Blog 6: Week 7: Propaganda in Advertising
Chance Chanel is one of the most popular fragrances today. Looking at their advertising for the iconic brand and fragrance was interesting as there were many propaganda techniques. The first being “beautiful people”. The video advertisement has four beautiful Chanel models playing bowling. It shows viewers that these girls are living a happy lifestyle and with this fragrance they can too live a happy lifestyle with “Chance”. I also believe “euphoria” was used in the Chance advertisement. The director, Jean-Paul Goude decided to create an event where the models played bowling. When the models scored they all high-fived one another and were in complete joy. At the beginning, middle and end of the advertisement Chance Chanel is marked clearly on every bottle- this is also similar to euphoria because the brand is a iconic, prestige brand that has made their perfume available to purchase.