Synopsis Chenel and Brad Ptt

Synopsis:

Commercials have always been a giant stepping stone for launching products or in the case of Chanel being able to continuously making consumers aware of their main product Chanel no.5. In today’s globalized market firms have to be able to attract very diverse potential customers and influence their buying behavior. Chanel’s TV advertisements have always been extravagant and represented by female Hollywood personalities. For the first time, Chanel has now used a male celebrity, namely Brad Pitt, in their advertisement, whose potential success we are going to analyze. The full commercial can be found under http://www.youtube.com/watch?v=oF8NAyqxGfk. As a starting point of this synopsis we came up with the following problem statement:

How does Chanel influence consumer behavior by introducing the new Chanel no.5 advertisement with Brad Pitt?

In order to successfully answer this question, several psychological methods have to be discussed and applied with regard to the commercial. Starting with social cognition, the advertisement influences people’s behavior and attitude towards this famous perfume. Moreover, through the exclusiveness represented by Brad Pitt the ad appeals to a person’s self-schema and influences a person’s personality. Furthermore, a good advertisement has to stick in consumers’ heads and it is hence important to include a perspective on memory. Two methods which are only going to be discussed briefly in the further perspectives are social influence and classical conditioning. We will be using the deductive method in order to analyze the advertisement.

Chanel uses a very famous and glamorous person in their advertisement because it matters who conveys the information and especially how. This is the peripheral route to persuade the audience of the exclusive Chanel no. 5 (Gleitman, 2011, p. 515). By watching a convincing advertisement a person’s attitude towards the brand can be influenced or even changed. This can be further analyzed through the AIDA model. As a starting point the customer’s Attention is drawn through dishabituation (Gleitman, 2011, p. 261). In past advertisements only famous females were shown and suddenly the first man appears in the TV ad. Next, Brad Pitt triggers the interest of the viewers, which can be explained by the theory of the self-schema. He represents exclusiveness and a rich lifestyle which most