The Coco Mademoiselle Perfume Commercial Essay -- Marketing, Post Femi

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 sum commercial. A far cry from the original feminist movement which was fasten in politics this post-feminism created a realm where woman sought entirely the riches of the feminist movement moreover shunned the feminist title (Goldman 1992, 130). Keira is presented as a beautiful unaffiliated woman, who is free from the hold of men and sexually liberated. However, through close examination, it is clear that her independence is in sex act to her male monarch over the men in the commercial. Further, this power is simply power over the man whom she wishes to seduce.The commercial begins with Keira slipping into her loft in the early morning, article of clothing only a mens white dress raiment and black hat. She looks past the camera, never making eye-contact. Keira is presented as the super-woman which Goldman (1992 ) describes as sublimely self-confident and secure, poised, effortlessly beautiful, moving with a style and grace called presence... independent and successful liberated, besides feminine and romantic modern, yet traditional at the same time (107-108). By looking past the camera Keira becomes the message of envy. This envy can only be achieved by distance, we look to her yet she does not look back at us, her demeanour signifies confidence, which we watch but do not have a connection to (Goldman 1992, 118). Throughout the ad, Keira exudes a confidence in a playful yet mature right smart. This confidence, however, rises from her relation to men. At the beginning of the commercial she is dressed in a way that implies she has just left her lovers room. So the presence which she hold... ...desire for match leads to a fetishization of the female body. This fetishization in turn lends itself to the consumption of commodities (Goldman 1992, 113), as the complete femme fatal is imposs ible to achieve outside of a James bail bond movie. This all for control over men, which ironically founds that if so much idiom is placed on control of men, are woman really in control? The feminist movement was aimed at gaining equality between sexes, yet we have raped this movement of all its political meanings. Women have objectified themselves in order to gain power over men, while pursuing emancipation from the objectification of men. This Chanel commercial clearly demonstrates how woman objectify themselves in order to show a form of control over men. This need for control actually shows womens failure to justify their position in society differentiate of its relation to men.