| Visual Analysis of Chanel Advertisement | University of Minnesota | DES1101W Introduction to Design Thinking | | Emily Dearing |

Abstract Chanel’s advertisement is meant for viewers of this particular magazine, Vogue, to stop and gaze what is being photographed. Here we have two models in an upward movement, with lots of aesthetic appeal between the clothes and the handbags. The point of fashion advertisements is for consumers to familiarize themselves with the newest fashion line in hopes they will in turn purchase the items being shown. Through the elements of design color, texture, and line and also principles of design balance, harmony, and emphasis we are able to analyze this image.

Introduction This image is coming from the October issue of Vogue magazine. The image is from Chanel, a high fashion brand specializing in couture, ready-to-wear clothes, luxury goods, and fashion accessories. This image is meant for viewers of the magazine to stop and stare. It is also used to show Chanel’s most updated fashion line hoping to appeal to consumers. It shows high aesthetic value with utilitarian and symbolic function also present.
Description of Image
The image I chose from Vogue magazine is an advertisement for Chanel, a high-end French clothing company. The image features two female models making direct eye contact with the camera. They also appear to be jumping off the ground at the same time and are in the air while the picture was being taken. The models are holding onto the same flower bouquet which is in between the both of them, in the center of the picture. The bouquet of flowers is white, small, and simple and looks like a wedding arrangement. Their outside hands and arms are also doing the same thing. Their arms look almost as their waving to the camera, but they are very stiff, with their palms facing the camera and all fingers are touching each other. The models are wearing the same exact outfits with the exception of small differences from the neck up. They are both wearing white, silk looking dresses that have a pleated bottom. Their boots look to be leather or pleather and rise above the knee and stop where the dress ends. They both have some type of headwear on. The headwear is the same fabric as the dress looks like a detached hood that is held together by a flower broach under the chin. The difference above their necks is that one has a collar on her dress where the other model does not. Lastly, there are two of the brand’s quilted handbags that are also free-flying in the air. Each handbag is on either side of the models.
Elements of Design The first element of design that is prominent in this advertisement is color, or maybe lack thereof. The color relationship in this Chanel advertisement is clearly achromatic. There is no hue or saturation besides the little amount of green in the leaves of the bouquet. All fabric being used in the clothing is white and the boots are black. All details in the set of the design also either black or white. We would call this value contrast between black and white.
The next element of design present in this image is line. The most present direction of line in the advertisement is vertical. Their bodies are straight up and down including their outside arms pointing up. You can also see the pleats in their skirts are vertical. These lines would also be considered hard lines. They’re crisp and clean-edged. I also think for the most part the lines in this image are unified in weight.
The last element of design that exists in this image is texture. Because we cannot actually feel the texture in the image we would consider this visual texture. We can see the boots have a shine to them which we can translate to be very smooth. We can also see that the dress is the same way; showing a sleek shine to it which would also be smooth.
Principles of Design
The first principle of design that will be discussed is balance. It is clear that the type of balance that we are seeing asymmetrical balance. We see that we have the same weight of the models on each side but there are differences that balance the photo out. First, the placement of handbags on either side of each model gives balance. Also, there is balance between one model having a collar on their dress and one model having her hair down and on her chest. The equilibrium in this image would be the bouquet of flowers since it is the center.
Next we will look at the principle harmony. Harmony is the interplay between unity and variety. We see unity between the achromatic color scheme. We can also see unity from the vertical lines in their body shape, skirt pleats, hair parts, and their arms point upward in a vertical fashion. There is variety in the shape of the handbags. The handbag on the left-hand side of the image is a more geometric shape whereas the handbag on the right-hand side is more of a curve linear shape.
Lastly, the last principle of design in this image we will discuss is emphasis. The main focal point is the bouquet of flowers. This is where everything else stems from. It is also the area where the only little bit of green hue is shown.
Influence on Function
One of the huge parts of this photos aesthetic function is the element of texture. The shiny black boots with the sleek white dresses shows simplicity but gives the pieces interest. Also, the principle emphasis allows this image to be aesthetically pleasing, leading the viewer’s eye first to the focal point, but then to the models, dresses, handbags, etc. Balance is another design element that would be an aesthetic function because it doesn’t leave the image feeling heavy. We see that there is an even weight throughout the photo which doesn’t leave viewers confused on where to look. Lastly we look at harmony for the aesthetic reason. The constant vertical lines give this photo a constant.
Color is an element of design where we can see utilitarian function. Because the items are achromatic colors they are more likely to appeal to a wide range of people for all to make use out of. Line is a good way to look at symbolic function. We are looking at Chanel, a classic brand, who is known for their definitive looks and this image embraces the symbolic look of that.
Balance of Functions It is obvious that aesthetics have become the main focus in this image. Virginia Postrel talks about in Substance of Style our sensory outlooks have become so important. We now are looking at how items “look and feel” rather than how they work. In a fashion advertisement they are doing just that. They focus on fabrics. Fabrics that you can imagine how they look and feel in person (texture). It is true that utilitarian function is shown with the fact that the image is advertising clothes and the symbolic function is that it is Chanel, but aesthetics prevails over both of these.
Conclusion
The achromatic color scheme is what got me to stop on this exact page in the magazine. The classic lines, balance, and color give this image an exciting feel. This image is appealing to young buyers through its aesthetics, but also showing the use the new, utilizing trends of fashion. The symbolic designer brand, Chanel, is providing us with their newest high-fashion looks in hopes to lure buyers in.