Today, I learnt some key elements of perfume communication and how to categorise a specific theme of a perfume.
We went over the four main categories which are mainly identified of perfume adverts.
SENSUALITY & INDULGENCE
Objects are desirable, forbidden, seductive. The biggest storyline is relationships and the the key narrative is sexual chemistry. Example brands are: Alexander McQueen and Ghost, particularly this image which uses lighting creating a silhouette and an 'ombre' effect to create a depth in change.
 |
| GHOST |
Strips away the glamour from most perfume advertisements. Seen as purist, spiritual and authentic, more of a realistic and natural image. In the 90s almost every brand stripped away colour and became anti-glamourous. I have noticed this in recent campaigns, like Narciso Rodriguez who features an natural and bare faced model in their campaign and following a grey colour palette.
 |
| NARCISO RODRIGUEZ |
HUMOUR & KITSCH
A witty and youthful approach to perfume advertisement. It features a brighter palette and has a maximum amount of content rather than minimal.
 |
| JUICY COUTURE |
Category which suits/matches the brand. A question raised most of the time, is the perfume staying by its heritage or moving away? Hermes are a perfect example as they 'own' the colour orange and the majority of their advertisements feature the colour orange.
 |
| HERMES |
This lecture was intriguing as I wouldn't have noticed this specific categories for these themes and gave me a deeper insight into the understanding of perfume communication. I particularly am fond of 'trust and honesty' as it emotes a realistic and natural approach to perfumery to which it is not overshadowed by the glamour of a perfume advertisement.
Happy blogging!
No comments:
Post a Comment