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 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 with Keira slipping into her loft in the early morning, wearing only a men’s white dress shirt and black hat. She looks past the camera, never making eye-contact. Keira is presented as the super-woman which Goldman (1992) describes as â€Å"sublimely self-confident and secure, poised, effortlessly beautiful, [moving] with a style and grace called ‘presence’... independent and successful; liberated, yet feminine and romantic; modern, yet traditional at the same time† (107-108). By looking past the camera Keira becomes the subject of envy. This envy can only be achieved by distance, we look to her but 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 way. 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 lover’s room. So the ‘presence’ which she hold... ...desire for control leads to a fetishization of the female body. This fetishization in turn lends itself to the consumption of commodities (Goldman 1992, 113), as the perfect femme fatal is impossible to achieve outside of a James Bond movie. This all for control over men, which ironically shows that if so much emphasis 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 freedom 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 women’s failure to justify their position in society separate of its relation to men.