The Coco Mademoiselle Perfume Commercial Essay examples

978 Words 4 Pages
The ideal post-modern woman is a collage of charm, grace, beauty, strength and independence. This ideal is what Keira Knightley epitomizes in the Coco Mademoiselle perfume commercial. A far cry from the original feminist movement which was entrenched in politics this post-feminism created a realm where woman sought all the riches of the feminist movement but shunned the feminist title (Goldman 1992, 130). Keira is presented as a beautiful independent woman, who is free from the hold of men and sexually liberated. However, through close examination, it is clear that her independence is in relation to her power over the men in the commercial. Further, this power is simply power over the man whom she wishes to seduce. The commercial begins …show more content…
As she is imagining the next encounter she sprays herself with Coco Mademoiselle. She then leaves her room, only to immediately meet the man she had envisioned. Keira exercises her power over men through the use of the perfume. It is not clear whether the room she had come from at the beginning belongs to the man she envisions and encounters later in the ad, but either way her ambivalence towards them is a sign of power over them. This self-control plays into Goldman’s (1992) observation that control in advertising lends itself to other aspects of life (111). Keira is in control of her situation, her interactions with men, and her body as well. This control is what makes her Coco’s “mademoiselle”. Mademoiselle has been typically associated with the transition from child to womanhood which is something that is unnerving to most young girls, with Keiras childlike play and mature grace Chanel has placed the childlike and mature side by side. Eluding that although you may be growing older, you can definitely act younger while still be in control and mature. This is quite reminiscent of the fear of losing one’s looks in old age, this fear is grounded in the idea looks are what grant power over men (Goldman 1992, 123). With this Chanel commercial Keira is positioned as just learning her power over men. This “power” is believed to be a product of the feminist movement; however, by exercising “power” as power over men the word loses all

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