Exercise 5 - Meaning 2 - Interactions Between the Three Levels

Representational

The representational aspects of this 1988 ad for Chanel include photographic depictions of several different Chanel products, which are intended to provide the viewer with a sample of some of the products actually sold, while at the same time -- through product choice and placement -- attracting positive attention to the brand and creating a distinct mood which likely reflects contemporary fashion trends.
The choice of sleek textures and a limited palette including bright red with gold accents communicates power, modernity, elegance, femininity, and sexuality. The overall effect is one of luxury, which implies that the products being advertised are costly, well-made status symbols.
The symbolism of the Chanel logo is deliberately juxtaposed with representational elements which reinforce its association with luxury. These representational elements -- a shoe, a bag, gloves, and jewelry -- are placed and photographed in such a way that the abstract qualities of line, shape and color inherent in their forms come together to create a visually pleasing composition.

Abstract

The abstract qualities of this image are accentuated to facilitate artful composition and create an "eye-catching" effect. The curving lines lead the eye around the composition, while bright colors and contrasts create emphasis and interest.
The predominance of bold colors and shapes strikes the eye and calls attention to the ad, while the zoomed-in perspective and the sense of abstraction it creates cause the viewer to pause for a moment to identify what is actually represented in the image.
By piquing viewer interest, the abstraction of the composition helps to draw attention to the products represented in the image. It also reinforces the symbolic logo by reflecting an aesthetic similar to that communicated by the logo's design -- i.e. bold and modern yet timelessly elegant.

Symbolic

The symbolic element of this ad is the Chanel logo, composed of interlocking C's. It serves to reinforce Chanel's brand identity through its direct association with the products depicted, as well as to create brand loyalty through its ubiquity -- which leads to instant recognition -- and association with the positive qualities of wealth, success, beauty, and power.
The central placement of the logo establishes the brand as being perhaps more important than the products themselves. Such a strategy often indicates the promotion of the brand as a status symbol, which furthers the impression that the products being advertised are very high-end.
The use of the logo with the representational aspects of the picture adds to the meaning of both the representational and symbolic levels; the significance of the logo is enhanced by the representation of the type of products sold by the brand, while the representations are made more specific by their identification as Chanel products. The logo also harmonizes visually with the abstract elements of the piece, adding to the composition while remaining a focal point.