The thesis portrays pictures in perfume advertisements as actors rather than as passive tools, and dissects the dynamics of imagery. Kjellmer, who has a master's degree in business economics and worked for many years with advertising pictures and marketing in the advertisement agency and marketing communications environments, currently teaches art history and visual studies at the University of Gothenburg, Sweden.
Perfume advertisements are full of interesting contradictions. For example, although the product is a scent, the ads rarely use scent symbolism. Perfume is a consumption good, yet the bottles are often depicted as pieces of art or as status symbols. The purpose of using perfume is to smell pleasant, yet the pictures tend to focus on entirely different things. But nevertheless, the ads do work.
The thesis studies the image of scent in perfume advertisements. Since the product - the scent - is invisible and therefore cannot be captured visually, its effects have to be illustrated using metaphors and imagery and the design of the only visible object connected to the product, namely the bottle. The paradox of illustrating something invisible opens up for analysis of motifs and associations used in the ads. The theoretical part of the study discusses the cultural history of perfume, from incense and scented oil in antiquity to modern use of fragrances, and what scents really are and how they affect us.
It also addresses the link between the perfume industry and the fashion industry, including the financial factors that influence perfume marketing and advertising. The empirical part deals with the pictures used in advertising, and explores how dreams are made. The thesis analyses how scents are depicted in perfume ads and how the images used interact with other ingredients - text and perfume name - in the ads. The findings lead to a discussion on motifs and imagery, and on how an advertising picture can communicate other things than objective information about the product.
Kjellmer concludes that the advertised images of scents have become far removed from the actual scents of the perfumes. In fact, the pictures address something completely different: the scent of beauty, success, attraction and money. Indeed, the pictures are tempting, but they say little about the character and content of the product. Thus, the purpose of the ads is not to be informative, but rather to be suggestive; they do not communicate what the perfume is, but instead what it can do for the person wearing it. Knowledge and information do not sell perfume, but dreams do. Dreams about something extraordinary, or dreams about expressing who we really are. Or maybe more correctly, dreams about who we want to be. And this is the function of the image as an actor - to create dreams, promises and possibilities.Title of the thesis: The Image of Scent. On Image Communication in the World of Perfume Advertising
New Technologies for A/V Analysis and Search
13.04.2017 | Fraunhofer-Institut für Digitale Medientechnologie IDMT
On patrol in social networks
25.01.2017 | Fraunhofer-Institut für Arbeitswirtschaft und Organisation IAO
Physicists have developed a new technique that uses electrical voltages to control the electron spin on a chip. The newly-developed method provides protection from spin decay, meaning that the contained information can be maintained and transmitted over comparatively large distances, as has been demonstrated by a team from the University of Basel’s Department of Physics and the Swiss Nanoscience Institute. The results have been published in Physical Review X.
For several years, researchers have been trying to use the spin of an electron to store and transmit information. The spin of each electron is always coupled...
What is the mass of a proton? Scientists from Germany and Japan successfully did an important step towards the most exact knowledge of this fundamental constant. By means of precision measurements on a single proton, they could improve the precision by a factor of three and also correct the existing value.
To determine the mass of a single proton still more accurate – a group of physicists led by Klaus Blaum and Sven Sturm of the Max Planck Institute for Nuclear...
The research team of Prof. Dr. Oliver Einsle at the University of Freiburg's Institute of Biochemistry has long been exploring the functioning of nitrogenase....
A one trillion tonne iceberg - one of the biggest ever recorded -- has calved away from the Larsen C Ice Shelf in Antarctica, after a rift in the ice,...
Physics supports biology: Researchers from PTB have developed a model system to investigate friction phenomena with atomic precision
Friction: what you want from car brakes, otherwise rather a nuisance. In any case, it is useful to know as precisely as possible how friction phenomena arise –...
21.07.2017 | Event News
19.07.2017 | Event News
12.07.2017 | Event News
21.07.2017 | Earth Sciences
21.07.2017 | Power and Electrical Engineering
21.07.2017 | Physics and Astronomy