"Perfume is
subjective". What's heavy to one is light to another, what’s delightfully
sweet to one can be excessively sweet to another. All these were
probably because we have not truly agreed on which terms to apply. So, we have
a codified language to describe scents, which is the term ‘Fragrance’. As far
as I am concerned, the term fragrance signified beauty of a person through
scent, it designated as a person’s image, reputation and their sense of
belonging. However I believed that perfume
does not mean just a scent, it is something that media has connected with
lifestyle, love and sex, and towards the personality of a person. Besides that,
I think fragrance can help people in creating personal trademark. Verma (2009) stated that advertising is a tool for
marketing the goods and services to consumers.
It is strange when selling perfume requires
great deal of TV and print advertising when the audiences cannot even smell it
in either case. According to Nielsen (2007), nowadays
consumers strived to have good looks and willing to invest for that, perfume is
one of the cosmetic products. This is completely strategic and every
successful perfume campaign give rise to a successful fragrance.
Reichert (2003) declares that the
fragrance ads that involved sexual images contained attention-getting headlines
relying on double entendre, references to sex, and explicit promises. Nevertheless,
according to Blair, Stephenson, Hill & Green (2006), they claimed that the
tendency for audiences to remember an advertisement is greater when it included
elements that is sexy in nature compared to those that have not.
(339 words)
References:
Blair, JD, Stephenson, JD, Hill, KL & Green, JS 2006, ‘Ethics in Advertising: Sex Sells, But Should It?’ ProQuest, Journal of Legal, Ethical and Regulatory Issues, vol. 9, viewed 5 June 2012, <http://search.proquest.com.ezlibproxy.unisa.edu.au/docview/216235041>.
Reichert, T 2003, The Erotic History of Advertising, viewed on 7th June 2012, <http://books.google.com.my/books?id=1OPtAAAAMAAJ&dq=Brand+Team+Leader+Durex&ie=ISO-8859-1&source=gbs_gdata&redir_esc=y>.
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