Proceedings of the International Conference on Communication and Applied Technologies 2025 (ICOMTA 2025)

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Subliminal Messages in Chanel’s No. 5 Perfume 2024 Campaign

Authors
Nina Aguiar Mariño1, *, Doménica Rodríguez1
1Universidad Politécnica Salesiana, Quito, Ecuador
*Corresponding author. Email: naguiar@ups.edu.ec
Corresponding Author
Nina Aguiar Mariño
Available Online 22 October 2025.
DOI
10.2991/978-94-6463-868-4_3How to use a DOI?
Keywords
Advertising; Campaign; Chanel; Imagery; Subliminal Messages
Abstract

The article analyzes the subliminal messages present in the advertising campaign A Rendez-vous (2024) for Chanel No. 5 perfume, focusing on the communication strategies used to attract diverse audiences. Through a narrative approach, it identifies hidden meanings conveyed through images that reinforce social imaginaries for both men and women. The study concludes that visual storytelling is the most relevant element of the commercial, as it effectively communicates the brand’s core message. To achieve real impact, this visual narrative must be integrated with other elements such as composition, colors, and symbols, creating an attractive and creative visual harmony. Symbols play a key role, as they evoke sensations of freedom, passion, and elegance. Chanel aims not only to promote its product but also to establish an emotional connection with its audience. The findings show that the use of narrative and imagery significantly influences consumer purchasing behavior, highlighting the importance of visual strategies in modern advertising.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Communication and Applied Technologies 2025 (ICOMTA 2025)
Series
Atlantis Highlights in Social Sciences, Education and Humanities
Publication Date
22 October 2025
ISBN
978-94-6463-868-4
ISSN
2667-128X
DOI
10.2991/978-94-6463-868-4_3How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Nina Aguiar Mariño
AU  - Doménica Rodríguez
PY  - 2025
DA  - 2025/10/22
TI  - Subliminal Messages in Chanel’s No. 5 Perfume 2024 Campaign
BT  - Proceedings of the International Conference on Communication and Applied Technologies 2025 (ICOMTA 2025)
PB  - Atlantis Press
SP  - 14
EP  - 25
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-868-4_3
DO  - 10.2991/978-94-6463-868-4_3
ID  - Mariño2025
ER  -