2. Chanel is a French fashion house founded in 1909 by
Gabrielle “Coco” Chanel, well established in haute
couture, specializing in luxury goods. Chanel is most
famous for the “little black dress”. Today Karl Lagerfeld
is the head designer at Chanel.

3. German designer Paul Renner created Futura between
1924 and 1926 and released in 1927 influenced by
the Bauhaus philosophy. Futura is a geometric sans-serif.
Today this typeface is extremely popular for countless
corporate logos, commercial products and films.
It is a good fit for Chanel because the lines and curves
matches the Chanel logo.

4. Icon: Woman, flower, sunglasses, typeface.
Index: Chanel.
Symbol: Chanel, Claudia Schiffer.
Name: Chanel.
Meaning: It’s an good ad because there are focus on the sunglasses,
which also makes the potency strong. The ad is active because the
model is wearing the sunglasses and the logo is on the ad.
Veins: 1. Background, 2. Woman, 3. Blouse, 4. Jacket, 5. Sunglasses,
6. Flower, 7. Logo.

5. By changing the flower and giving it color makes the ad more about
the flower and it is now the main product in the ad.

6. Icon: Hat, clutch, woman, typeface.
Index: Chanel.
Symbol: Chanel, Claudia Schiffer.
Name: Chanel.
Meaning: The ad can both be good or bad. If the meaning is to show
a variation of products, is good, but if the meaning is to have focus on
a single product, it is bad, which is the same for the potency. The ad
is active because the model is wearing the products and the logo is on
the ad.
Veins: 1. Wall, 2. Clutch, 3. Woman, 4. Pants, 5. Jacket, 6. Hat, 7.
Brand logo.

7. By altering the background the ad are now selling clothes more fitting
to wear at sea or on the beach.

8. Icon: Woman, man, necklace, earrings, clothes, typeface.
Index: Chanel.
Symbol: Chanel.
Name: Chanel.
Meaning: It is a good ad because there are focus on the clothes and
no interfering elements, which also makes it strong. It is active because
the models are wearing the clothes and it has the logo.
Veins: 1. Background, 2. Woman, 3. Dress, 4. Jewelry, 5. Man,
6. Shirt, 7. Jacket, 8. Logo.

9. By removing the woman from the picture it is no longer an ad for both
men and women but only for men.

10. Icon: Man, skyline, perfume, typeface.
Index: Slogan, Bleu de Chanel.
Symbol: Chanel.
Name: Chanel.
Meaning: The ad is good because the product is big, which also
makes it strong. Its active because it has the product and the logo
brand.
Veins: 1. Skyline, 2. Man, 3. Shirt, 4. Jacket, 5. Perfume bottle,
6. Slogan, 7. Logo.

11. By changing the face to the face of an old man the ad is now
advertising perfume to old men instead of to young men.

12. Icon: Face, mouth, necklace, pearl, typeface.
Index: Chanel.
Symbol: Chanel.
Name: Chanel.
Meaning: The ad is bad because it can be hard to see if it’s an ad for
the lipstick or the necklace, which also makes the potency weak. It is
an active ad because the model is wearing the lipstick and interacting
with the necklace and it has the logo.
Veins: 1. Background, 2. Face, 3. Lipstick, 4. Necklace, 5. Logo.

13. By making the picture black/white there are now more
focus on the necklace.

14. Icon: Woman, bed, door, floor, dress, cardigan, typeface.
Index: Website.
Symbol: Chanel.
Name: Chanel.
Meaning: It is a good ad because you can se the products are easy to
see, which also makes the potency strong. Its active because the model
is wearing the clothes and the logo is very visible.
Veins: 1.Wall, 2. Bed, 3. Woman, 4. Dress, 5. Cardigan, 6. Logo.

15. Icon: Woman, door, dress, hat, typeface.
Index: Chanel.
Symbol: Chanel, Claudia Schiffer.
Name: Chanel.
Meaning: It is good because you can see the dress very clearly, which
also makes the potency strong. It is active because she is wearing the
dress and it has the logo.
Veins: 1. wall, 2. door, 3. woman, 4. dress, 5. hat, 6. logo.

16. Icon: Woman, bag, jacket, jewelry, shoes, typeface.
Index: Chanel.
Symbol: Chanel.
Name: Chanel.
Meaning: it is a good ad because there are focus on the clothes,
which also makes it strong. It is active because the model is wearing
the clothes and it has the logo.
Veins: 1. Sky, 2. Wall, 3. Woman, 4. Shorts, 5. Jacket, 6. bracelet,
7. Shoes, 8. Bag, 9. Logo.

17. Icon: Woman, perfume bottle, shirt, pants, necklace, belts, typeface.
Index: contact info.
Symbol: Coco Mademoiselle, Keira Knightley.
Name: Chanel.
Meaning: The ad is good because the product is big and stands out on
the black background, which also makes it strong. Its active because it
has the product and the logo brand.
Veins: 1. Background, 2. Woman, 3. Shirt, 4. Pants, 5. Belts,
6. Necklace, 7. Perfume bottle, 8. Text.

18. Icon: Bag, woman, typeface.
Index: Chanel.
Symbol: Chanel.
Name: Chanel.
Meaning: It is a good ad because there are focus on the bag, which
also makes it strong. It is active because the model is holding the bag
and it has the product and the logo brand.
Veins: 1. Background, 2. woman, 3. top, 4. bag, 5. logo.