Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

The look of a scent

12.10.2009
Viveka Kjellmer's doctoral thesis sheds light on the role of perfume advertisements as communicators of status, identity and values.

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
For more information please contact Viveka Kjellmer, e-mail: viveka.kjellmer@arthist.gu.se
Press information: Eva Englund
Eva.Englund@hum.gu.se
+46 31-786 1003

Helena Aaberg | idw
Further information:
http://hdl.handle.net/2077/20773
http://www.gu.se

More articles from Communications Media:

nachricht New Technologies for A/V Analysis and Search
13.04.2017 | Fraunhofer-Institut für Digitale Medientechnologie IDMT

nachricht On patrol in social networks
25.01.2017 | Fraunhofer-Institut für Arbeitswirtschaft und Organisation IAO

All articles from Communications Media >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: The fastest light-driven current source

Controlling electronic current is essential to modern electronics, as data and signals are transferred by streams of electrons which are controlled at high speed. Demands on transmission speeds are also increasing as technology develops. Scientists from the Chair of Laser Physics and the Chair of Applied Physics at Friedrich-Alexander-Universität Erlangen-Nürnberg (FAU) have succeeded in switching on a current with a desired direction in graphene using a single laser pulse within a femtosecond ¬¬ – a femtosecond corresponds to the millionth part of a billionth of a second. This is more than a thousand times faster compared to the most efficient transistors today.

Graphene is up to the job

Im Focus: LaserTAB: More efficient and precise contacts thanks to human-robot collaboration

At the productronica trade fair in Munich this November, the Fraunhofer Institute for Laser Technology ILT will be presenting Laser-Based Tape-Automated Bonding, LaserTAB for short. The experts from Aachen will be demonstrating how new battery cells and power electronics can be micro-welded more efficiently and precisely than ever before thanks to new optics and robot support.

Fraunhofer ILT from Aachen relies on a clever combination of robotics and a laser scanner with new optics as well as process monitoring, which it has developed...

Im Focus: The pyrenoid is a carbon-fixing liquid droplet

Plants and algae use the enzyme Rubisco to fix carbon dioxide, removing it from the atmosphere and converting it into biomass. Algae have figured out a way to increase the efficiency of carbon fixation. They gather most of their Rubisco into a ball-shaped microcompartment called the pyrenoid, which they flood with a high local concentration of carbon dioxide. A team of scientists at Princeton University, the Carnegie Institution for Science, Stanford University and the Max Plank Institute of Biochemistry have unravelled the mysteries of how the pyrenoid is assembled. These insights can help to engineer crops that remove more carbon dioxide from the atmosphere while producing more food.

A warming planet

Im Focus: Highly precise wiring in the Cerebral Cortex

Our brains house extremely complex neuronal circuits, whose detailed structures are still largely unknown. This is especially true for the so-called cerebral cortex of mammals, where among other things vision, thoughts or spatial orientation are being computed. Here the rules by which nerve cells are connected to each other are only partly understood. A team of scientists around Moritz Helmstaedter at the Frankfiurt Max Planck Institute for Brain Research and Helene Schmidt (Humboldt University in Berlin) have now discovered a surprisingly precise nerve cell connectivity pattern in the part of the cerebral cortex that is responsible for orienting the individual animal or human in space.

The researchers report online in Nature (Schmidt et al., 2017. Axonal synapse sorting in medial entorhinal cortex, DOI: 10.1038/nature24005) that synapses in...

Im Focus: Tiny lasers from a gallery of whispers

New technique promises tunable laser devices

Whispering gallery mode (WGM) resonators are used to make tiny micro-lasers, sensors, switches, routers and other devices. These tiny structures rely on a...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

“Lasers in Composites Symposium” in Aachen – from Science to Application

19.09.2017 | Event News

I-ESA 2018 – Call for Papers

12.09.2017 | Event News

EMBO at Basel Life, a new conference on current and emerging life science research

06.09.2017 | Event News

 
Latest News

Nerves control the body’s bacterial community

26.09.2017 | Life Sciences

Four elements make 2-D optical platform

26.09.2017 | Physics and Astronomy

Goodbye, login. Hello, heart scan

26.09.2017 | Information Technology

VideoLinks
B2B-VideoLinks
More VideoLinks >>>