Yr 10 CHANEL

It is the role of advertisers to differentiate similar products from each other, and they do this by associating a product with a specific set of social values.  
This particular printed advertisement takes the form of a photographic close-up of the head and shoulders of the glamorous French actress Catherine Deneuve (whose name appears in small type). Superimposed on the lower right-hand portion of the advertisement is the image of a bottle of perfume labelled Chanel No. 5. In this advertisement, two key signifiers are juxtaposed. The image of Catherine Deneuve richly signifies French chic, sophistication, elegance, beauty and glamour. 
The plain image of the bottle simply signifies Chanel No. 5 perfume. This is a rather 'empty' signifier when we cannot actually smell the perfume (contemporary perfume ads in magazines often include a strip of paper impregnated with the scent). 
At the bottom of the ad, in large letters, the name of the perfume is repeated in its distinctive typographical style, making a link between the two key signifiers. The aim, of course, is for the viewer to transfer the qualities signified by the actress to the perfume.
(Daniel Chandler Semiotics for Beginners)