Archive for April, 2011

Is there a difference between the way the same fragrance (or rather, the same name, i.e. Guilty) is marketed to men and women? Clearly the women’s fragrance will be more “feminine” and the men’s will be more “manly”, but are there deeper differences in what men and women are perceived to want, fundamentally? Are these fragrance ads doing the work for men and women in deciding what they want and what is important for them, and in doing so influencing everyone?

Gucci Guilty for Men and Women: In the For Men print ad, the man is looking straight at the camera, not seeming to show interest in the woman he is with. It’s impossible to see whether he’s touching her or not. He looks smug, almost as if he’s sharing a secret with the camera that the woman is disposable.

In the For Women print ad, the man and woman are intertwined, clearly having sex. She has her arm around his neck and his hands are all over her. She is looking straight at the camera, same as the Man version. The man looks much more interested in her than in the Man version as well. It looks like they’re doing and feeling the same, as opposed to the Man version in which the woman looks much more interested than the man is. The “secret” feeling in the Man version is present in the Woman version as well, but that’s expected because the title is Gucci Guilty. It’s implied that these two are both doing something they shouldn’t be. The difference is really in how it appears they feel about each other. In the Man version, it seems as if her sees her, as engaged as she is, as disposable, and in the Woman version he seems much more interested in her.

Does this say something about what men and women are perceived to want? Men are fine with casual sex and women tend to get more emotionally involved? Does it provide any insights into why men and women cheat (or what the popular opinion is, anyway)?


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Even Angels Will Fall

Oh, Axe. I don’t get it. Sometimes I think their ads must be the product of a bunch of bored ad executives having a laugh at the rest of us who are taking their ultra-sexualized ads seriously. I mean, seriously, the Cleans Your Balls campaign? Or Get Clean to Get Dirty? There’s a commercial for that one in which every woman on the beach with the guy who used Axe products all take off their swimsuit tops upon smelling him. I must admit though, after watching the Axe Cleans Your Balls press conference commercial, I couldn’t help but laugh. And then feel like I was maybe a little bit dirty.

And now there’s the Even Angels Will Fall campaign, meant to promote AXE Excite. It is a fragrance “so alluring, even angels can’t resist it.” The commercial depicts angels (extremely attractive women) falling from heaven to earth, into the midst of “normal” people who are uniformly unattractive to average looking. The angels walk through the streets only to stop at one man, and upon seeing him they grab their halos and throw them to the ground (all the while looking at him as sensually as possible, of course).

It’s pretty obvious what this commercial is supposed to mean. Axe isn’t one for subtlety. If you use this body spray, women–even those women who would normally be too pure, innocent, or good for you will be overcome by a power greater than themselves upon smelling you and want to throw their morals away and have sex with you immediately.

Is this filling consumers’ heads with unrealistic expectations? Do people actually take this seriously? What effect will this have on consumers’/viewers’ abilities to be satisfied in relationships?

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There is no doubt denying that Beyonce is one of the hottest women in Hollywood.  So it seems to make scene that she would name her fragrance Heat. The printed ad shows Beyonce is a little red dress and the commercial shows her walking down a hallway in the same red dress.  They marketing behind this is ad is using not only an image to sell a scent, which is the norm in fragrance merchandising, but a temperature that is associated with sexual desire.  Heat.  Is this ad gender subjective?  Or is it just Beyonce using her extremely hot body to sell her fragrance and in doing so make a fortune.

Link to video

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Does sex always sell?

While most perfume and cologne ads discussed in this blog are overtly sexual, I have come across some that are not. Although they may exclude any sort of sexuality, I can’t put my finger on what exactly they are trying to achieve.

Sure, they are all good-looking people, but I don’t think sex is the first thing that comes to mind with these ads. Does excluding direct sexuality still make for a successful ad campaign? What are these ads trying to invoke in the viewer that overly-sexy ads do not?

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What I’ve come to realize about perfume and cologne ads is that they are meant to appeal to both sexes. A woman’s perfume ad is meant to turn on a man and shows a woman that this is the kind of woman your man wants, and vice versa (for example the Old Spice commercials, “The Man your Man Could Smell Like”). These ads are meant to show how to appeal to the opposite sex. If that’s the case, do all perfume ads assume a heterosexual audience? Or, are these ads successful with everyone no matter their sexual orientation?

Many are obviously portraying/appealing to heterosexuals such as Gucci’s perfume Guilty or Jennifer Lopez’s cologne Deseo.

Not all perfumes and colognes feature a heterosexual couple, though. What about Yves Saint Laurent’s Parisienne?

While this is obviously very sexual, does it still assume a heteronormative audience or is it unclear who the commercial is actually “meant” for? It’s unclear what Kate Moss could be fantasizing about or who she is even with. Does this sensual solo act appeal across the board of sexual orientations?

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Why is it that perfume is used every day within all countries, cultures and religions all over the world? Why is perfume best and what are the reasons why perfume has been around since the second millennium BC?

Sense of smell: Smell is the sensory input that works fastest to create emotional responses. The sense of smell has been proven to be associated with triggering memories. If you wear your seductive perfume when you’re with him/her, and when he/she smells that scent again, he will think of you. Once you find a scent that both of you love, there are little playful things you can do to remind him/ her that you are never far from him/ her.

Perfume makes you feel sexy: We all know, or at least I hope, that a spray of perfume won’t make you look like one of the models in an advertising campaign. Your favorite perfume does make you feel more confident, happier and sexier. I wonder how many women have have forgotten to put perfume on before a night out, or even a date and felt less self assured? When we feel confident it is conveyed to others, and confidence oozes sex appeal for men and women alike. Wearing perfume is to care more about yourself and the image you project, is to self indulge the senses and up scaling the self-esteem therefore, it is also a make-believe that anyone can attract this or that person they desire and therefore, get more sex. And knowing that, many marketing strategies to sell perfumes rely on it.

Sex Sells Perfume and Perfume Sells Sex: Sexuality is one of the strongest tools within marketing, in particular advertising.We are more often than not drawn to bare flesh, couples in locked embraces, and sultry poses looking right at us from the poster at the bus stop. Most fragrances are advertised through the medium of sex. Generally speaking, sex is a common interest amongst us all. When perfume and sex merge it holds our interest for a longer time and one feels the desire for owning it.

Visionary, Powerful Images Allow us to See Idols and Icons in a Sexy way: Everywhere we look, we find ourselves inevitably drawn to images of scantily clad attractive men and women that are supposed to somehow inspire us to purchase products they endorse. Sure, this attention-getting strategy is popular. Sex appeal can increase the effectiveness of an ad or commercial because it attracts the customer’s attention. It’s human nature to be curious about sex. Perfume makes everyone feels sexy so that they need to concentrate more about models. In ads, men are strong and women are more sexy. The advertisement builds a gender rule that men should have muscles and be strong and women should look slim and have big breasts. When men are presenting themselves, they should look powerful and seem to be a high position. On the contrary, women should act to be weak and always protect themselves.

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The first thing we can see on the left ad is the picture quite disturbing: It represents men and women’s nudes bodies, all together, mixed up and down in different ways. We can not see their sex because they hide their parts of body just to preserve their intimacy.There is a white dazzling light under them in order to focus on the bodies. The name of the perfume for men is “Masculine,” which is darker bottle; the name of the perfume for women is “Feminine,” which is lighter bottle, as to note that the perfume for men is stronger. It is a mean to get a message away: “It smells strong, it represents virility”. Perfume bottles are up and down to insist on the similarity between humans and the product.

The second picture on the right, we can see there is sex sell in this picture and it shows all kinds of sex as heterosexual ( woman and man faced together), homosexual (two women in the left corner). In addition, it shows that sex is not limit religions, or cultures, or where are you from (African and White person)

D&G uses this picture to impress people. In one hand, marketers are aware that using sex is good for saling. One important technique in perfume advertising is to highlight the product through one of major theme of the life because people are concerned by the subject so finally, they are more attracted by the product.In the other hand, sex sells it is true but there are some limits to respect. Dolce&Gabanna’s suggests more independence of both genders and free interplay of sexuality, ranging from heterosexuality to homosexuality, from monogamy to group sex.

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