The Perfume – what is it?
In its concentrated form, the perfume is a liquid, but what distinguishes it from other liquids, is that when evaporates, when it is broadcast or when it is applied to the skin, it becomes a fragrance, i.e. a bouquet of the most pleasant odor.
The perfume has a certain materiality, since it is a liquid, but its true nature, the fragrance, is absolutely immaterial: unable to enter, or even see, the fragrance is identifiable by the sense of smell, or otherwise that smell.
So how to advertise a perfume, since the means of advertising are primarily visual or auditory (newspapers, magazines, posters, radio, television and so on.)? Of course, it is possible to distribute samples, but it is expensive medium or low circulation.
Just like in real life, the identity of an entity is gained by the act of embodying, naming, shaping and differentiating.
I have to admit I love women in any type of commercial or print! They tend to do a better job that male subjects. Women occupy a central role in advertising, and they are used mainly:
1. As an illustration of the product, especially if women themselves are targets of advertising. For instance, a woman shows an advertisement for a vacuum cleaner or a washing machine because they are considered to be the traditional stereotypes of the consumers of these products. They can also illustrate an advertisement for a perfume, clothing, or of a car, as they are using such products and consumer target is supposed to identify with these women, or identify with these models.
For some products such as perfumes, clothing, accessories, advertising plays on the ambiguity of the true recipient of the product: is it women who are the consumers, or is it the men who are the “indirect” target that women must seduce?
2. In association with the product. The link between the product and the female is not clearly explained, but the image of the woman is used as a hook-pictorial, as an instrument of provocation. The aim is to draw attention to the product, but not necessarily to identify the female character with the product. The woman is often represented as an object of fantasy, especially sexual, fueled by allusions. The target of advertising is both men and women because the imaginary eroticization of advertising is based on the dynamics of desire and seduction, which interact with both sexes. The entire advertising vehicle is a kind of traditional patriarchal propaganda that seems to exist outside of changing legal and social relationships between men and women.
Sexism in advertising