Nicole kidman Chanel/Brand Identity

Genre Conventions Research: Chanel Brand Identity

The extract opens with a male character sitting on a Chanel sign with non-diegetic sound playing in the background as he begins to narrate the story. He is framed on the right making him seem isolated and missing something. The camera switchs to a tall building which arguably is the empire state building with the iconic 'chanel' logo at the top of it. This is important in terms of brand identity as at such an early start of the film the address are already being given indirect hints to aim of the short film. In extension it could be said that placing the logo at the top of such a tall phallic building again to highlight and indirectly advertise their brand.

Brand identity aims its advertising at a particular audience as seen in our extract that they have used different ways of doing this. The extract uses very romantic non-diegetic sound to set the scene in addition to the slow motion cuts and uses a lot of out of synch camera shots to represent the confusion and isolation she feels.

In order to make Chanel recogniseable they feminise the extract, using long pink costumes on the female character and still having the iconic Chanel logo in the background. Dissolves and fades are ever present, and this may suggest that the relationship the male and female characters have is not solid, it is almost like they are dreaming important as they can not be together. Also Chanel uses such a recognisable actress in order to promote their brand as fans will see her being associated with the brand and will be more inclined to buy the product.

Using Chanel as a link between the two lovers is seen thoughout the extract giving the viewer the impression that chanel equals love. The non-diegetic sound is very important in adding to the feeling of love and at the same time it sounds sad as they can not be together. The ending voice-over "Her kiss, her smile, her perfume..." acts as a final selling point by concluding that love can be found when using the Chanel product.