Özet:

There are multiple commercial films feeding the consumers’ insatiable brand passion, unsatisfied emotions and constant passion for luxury. In the context of luxury, for sure it is uncontroversial that the commercial films, the impressive and enchanting imaginary world of the perfume commercials take their consumers to a charming and sheenful journey. Value phenomenon within the strategies employed during a brand’s or a product’s marketing process ascribe different meanings to luxury brands. Today, particularly in perfume commercials, transmission of value phenomenon mentioned above through cultural signs is witnessed. In this context, commercial film of Chanel No:5 perfume, listed in luxury consumption constitute the subject of this study. Concerned commercial will be analyzed with Roland Barthes’ semiologic analysis method and impact of intercultural signs at meaning level and their persuasive power will be dealt with.

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