Cartografando o Chanel nº5: análise dos valores de luxo, sensualidade e provocação

Abstract

Chanel is one of the pioneer brands in the world’s luxury segment. Due to this observation, the present work seeks to investigate "how the values ​​of sensuality and provocation manifest themselfs in the communication of the luxury perfume Chanel number 5 and how these values ​​are perceived by its consuming public". For that, the concepts addressed by the following authors were used as theoretical reference: Allérès (2000), Diniz (2012), Lipovetskye Roux (2005), Kapferer (1998) and Ashcar (2001). Mazzeo (2011) and Charles-Roux (2007), Bauman (2008), Barbosa (2004), Bourdieu (2007) and (1983), Petermann (2011), Deleuze and Guatarri (1995). The methodological contribution of the study focuses on cartography, discussed here from Rosario and Aguiar (2012). In addition, as research techniques, we used Semprini (1995) for the analysis of the ads and Thornton (2005) for the organization of the consumers focus group. At the end of this work it can be concluded that the Chanel brand imprints projective aspects in Chanel no.5’s communication, that is, values ​​that are marked by concerns and individual interests, addressing the sensuality and provocation, especially in the actors represented in the ads and in their relationships. These relationships are also evident for the consumers, that recognize the brand as being a luxury product, and know or at least have already smelled the perfume or even met someone who used it.