The Scope in Advertising Industries

Source: Google Images, 2012

The highly sexual art of selling perfume

The term ‘Fragrance’ signifies the beauty of a person through scent. Fragrance is a tool that represents ones image and reputation, sense-of belonging as well as building confidences. It does not exclude in differentiating both gender. Personally, I believe that a person who uses perfume creates a good atmosphere as it shows that they have a good manner in socializing. Hareyan (2006) noted that fragrances present their wearers with an opportunity to create for themselves a virtually unforgettable personal trademark.

Source: Teran, 2012

The story of Madonna’s new fragrance ‘Truth or Dare’ brings up an issue regarding to the purpose of fragrances advertisement through sexual images. It is being argued saying why do all fragrances ads marketwise their products through sexy images or video clips which reflects women’s seducement.

Richman and Hartman (1982, p.53) declares that every media consumer is alert to ‘sex in advertising.’ Its pervasive use and misuse are constantly before us and typically elicit strong criticism. According to Blair, Stephenson, Hill and Green (2006) states that sex does catch people’s attention in advertisements, but usually without much brand cognition. However, advertisements that are sexy in nature tend to be remembered more often than advertisements that are not (Blair, Stephenson, Hill & Green 2006). 

Source: Bridezilla, 2011

Through this Fragrance issue, the rights that feminism should have was brought up too. By displaying women in this kind of situation does misuse the purpose of fragrance advertisement instead people are attracted to the appearance of the women more. In addition, the mass media had actually put a frame on women. All kinds of sexual acts are portrayed mainly from feminist. Beck (1998) proposes that mass media’s distaste for active, assertive women and the way the media portray them has turned all “feminists” into a frightening fringe element.

In a nutshell, women’s rights should be equalized and enforced in order to protect them. Besides, it could not be denied that sexually act advertisement receives higher attention. However, the brand of the product should reinforce more as compare to the reputation from the media. 

                                                                                                      

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References:

Beck, DB 1998, ‘The “F” Word: How the Media Frame Feminism,’ JSTOR, vol. 10, no. 1, viewed 5 June 2012, < http://www.jstor.org/discover/10.2307/4316558?uid=3738672&uid=2129&uid=2&uid=70&uid=4&sid=47699067032467>.

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>.

Hareyan, A 2006, Benefits of Fragrances, Emax Health, viewed 5 June 2012, < http://www.emaxhealth.com/118/7989.html>.

Richmond, D & Hartman,T 1982, ‘Sex appeal in advertising,’ Journal of Advertising, vol. 22, no.5, pp. 53-61.