Melissa Hardcastle
THE CONCEPT: To produce a series of Chanel adverts that promote a more positive portrayal of glamour and femininity in the media. The aim was to avoid the dominant female stereotypes that were analysed in the theoretical and written element of the module. Female stereotypes create an ideal and standard for women which in turn manipulate the female audience’s opinion of themselves and what it means to be a woman. This is a prime example of how female identity is shaped and exploited in advertising.
Context Of Practice
OUGD601
01
The aim was to create realistic adverts that represent an aspirational image of femininity and still appeal to a Chanel audience. The concept was inspired in particular by a case study on the advertising of Chanel, which demonstrated the inclusion of a stereotype within adverts. In the most recent example analysed, Chanel were seen to be taking what looked like a step in the right direction by promoting an image of independence, however, the connotations of sex appeal still applied. Direct inspiration for the practical was taken from this and informed all of the design decisions.