“I don't care what you think of me. I don't think about you at all." This quote said by Gabrielle "Coco" Chanel represents the power and will of this designer. Coco Chanel was a fashion designer, inspiration and rebellious woman of the early 20th century. Coco changed the way women dressed, thought and behaved in times when men led society in business. Coco understood that advertising has a significant force that easily hides gender messages in context; it's a way to convey profound messages from the designer and hopefully help change gender roles. Everything from the characteristics of the human subjects shown, to the furniture, color and body position; they all intertwine to deliver a message that may already be ingrained in us. Chanel boutique advertising is a good representation of a mix of designer experiences and challenges with social norms and gender biases. When analyzing this advertisement, I had to break it down and analyze each subject, then put them all together to analyze the overall social context. The clearly dominant part of the advertisement is the three human subjects placed in the center. The first subject described is the one on the left, sitting on a desk. The model wears traditional gender embellishment: pear necklaces; short dress; and high heels, this will lead me to believe that it represents a woman. By analyzing the woman's pose, you can see the way she is sitting. The dress shows much of the leg, representing the normative view of women as a sexualized subject. This model is “doing gender” as West and Zimmerman described in their article. The model represents a gender and therefore dressed and posed as a woman is expected to be in society. Since she leans to the right, I don't... in the center of the paper... peers, family work and school. This course taught me to see things from a sociological perspective and to take an interactionist approach when looking at my surroundings. I don't just see three models showing off some clothes for sale, I see a deeper message based on the models, their clothes, their poses, the furniture and everything around them. I wasn't aware of the difficulties faced by those who don't fit the gender binary or how gender biased the media and advertising are. This Chanel commercial really took my critical thinking to a whole new level. By carefully analyzing each subject, understanding the representation of each and as a whole, we can then bring out what the designer is trying to portray. Chanel is a representation of how a woman is able to break all gender norms and, along with the women's revolution, changed the way women dressed for years to come.