How to Advertise Perfumes

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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.

Encapsulating the fragrance

The bottle plays a key role in the physical representation of the fragrance because is the bottle that gives a form to the perfume, a physical distinct personality. Advertising represents the scent of a metonymy, enhancing its physical form, the bottle, as a visual replacement of the soft fragrance.

Naming the fragrance

Giving a name to a fragrance is to assign an identity. In advertising for perfumes, the text is often minimal on behalf of the perfume. The beams, when they exist, are a simple expansion of the name. The name of the fragrance in advertising could be compared to a table of contents, it is a kind of condensation of the advertisement, a summary of the illustration.

Dressing the fragrance

A perfume is acting as a garment: in the morning, in front of the mirror, or the evening before visiting friends, a man or a woman might ask: what perfume should I wear? As a piece of clothing, perfume may be chosen to reinforce or to affirm the personality of its bearer. Thus, the advertising will concentrate all its efforts on the type of personality that embodies the flavor, so that the person wearing it has the appropriate feeling associated with this fragrance.

Being different, being yourself

Advertising perfumes involves knowing a wide variety of types of females and males, types that are usually derived from mythology underpinning the roles of women and men. However, these models seem to respond to natural and essential aspiration of every individual who wants to associate a personality to another, or become the person he/she wants to be or be him/herself.

Comments (3)

Very interesting and educational….Thank You

Glen

Advertisers have to take a lot of things into consideration when making a print or a commercial. I’ve found the perfume advertisements to be very interesting, even if lately there have appeared a lot of clichees. I mean the woman, the woman and the woman again. I actually like the ones constructed on metaphors. They are more interesting. make you imagine a lot of things besides a beautiful woman wearing it :D

Good work, Madster, I had my diploma paper done on this topic… have you talked to my coordinator? :) ) I’m joking, good article!

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