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

Nina Lulushca Aguiar Mariño; Maria Domenica Rodriguez Burgos

doi:10.2991/978-94-6463-868-4_3

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

Título traducido de la contribución: Mensajes subliminales en la campaña del perfume No. 5 de Chanel 2024

Nina Lulushca Aguiar Mariño
, Maria Domenica Rodriguez Burgos

Grupo de Investigación Comunicación Desarrollo y Política (GICODEPO)

Producción científica: Contribución a una conferencia › Documento

Resumen

El artículo analiza los mensajes subliminales presentes en la campaña publicitaria A Rendez-vous (2024) del perfume Chanel n.° 5, centrándose en las estrategias de comunicación utilizadas para atraer a públicos diversos. A través de un enfoque narrativo, identifica significados ocultos transmitidos a través de imágenes que refuerzan los imaginarios sociales tanto para hombres como para mujeres. El estudio concluye que la narración visual es el elemento más relevante del anuncio, ya que comunica eficazmente el mensaje central de la marca. Para lograr un impacto real, esta narrativa visual debe integrarse con otros elementos como la composición, los colores y los símbolos, creando una armonía visual atractiva y creativa. Los símbolos juegan un papel clave, ya que evocan sensaciones de libertad, pasión y elegancia. Chanel busca no solo promocionar su producto, sino también establecer una conexión emocional con su público. Los hallazgos muestran que el uso de la narrativa y las imágenes influye significativamente en el comportamiento de compra del consumidor, lo que destaca la importancia de las estrategias visuales en la publicidad moderna.

Título traducido de la contribución	Mensajes subliminales en la campaña del perfume No. 5 de Chanel 2024
Idioma original	Inglés estadounidense
DOI	https://doi.org/10.2991/978-94-6463-868-4_3
Estado	Publicada - 20 oct. 2025
Evento	Conferencia Internacional de Comunicación y Tecnologías Aplicadas 2025 (ICOMTA’25) - CL Duración: 2 sep. 2025 → 4 sep. 2025 https://icomta.net/inicio-2/

Conferencia

Conferencia	Conferencia Internacional de Comunicación y Tecnologías Aplicadas 2025 (ICOMTA’25)
Período	2/09/25 → 4/09/25
Dirección de internet	https://icomta.net/inicio-2/

Palabras clave

Advertising
Campaign
Chanel
Imagery
Subliminal messages.

Areas de Conocimiento del CACES

123A Periodismo y comunicación

Acceder al documento

10.2991/978-94-6463-868-4_3

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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{\textquoteright}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.",

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AB - 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.

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