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Perfume Advertisements

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by

Ashton Jones

on 26 November 2012

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Transcript of Perfume Advertisements

Perfume Advertisements: Emphasis on Femininity Fashion magazines in particular, portray a variation of perfume advertisements, specifically in Glamour and Allure, providing similar characteristics that portray women as sexual objects, emphasizing on femininity. “Everyday people are bombarded by visual advertisements that encourage them to buy particular products or services. However, these images also act as socializing agents that inflfluence our attitudes, values, beliefs, and behaviors” (Lindner, 2004). SEX SELLS According to Tom Reichert “Marketers have used sexual images and phrases in advertising–as well as for premiums and packaging–for over 150 years” (Reichert &Walker, 2005). "moderate sexual content in advertising is rated by viewers as attention-getting, engaging, appealing, and interesting” (Reichert &Walker, 2005). Emphasized Femininity According to Raewyn Connell what defines emphasized femininity is the, “compliance with this subordination by accommodating the interests and desires of men." Jane Levy focusing on the Vogue fashion magazine shows that “Vogue's portrayal of women involves them lowering themselves physically or embracing a man's body for support, mentally drifting from the scene in which they are displayed, or wearing revealing or scant clothing. Further, over half of the advertisements in Vogue were objectifying women” (Levy, 2006). Research Question: What type of emphasis on femininity is portrayed in fashion magazines? content analysis on the fashion magazines Glamour and Allure, observing perfume advertisements from each. The purpose for my research is to observe if there appears to be a similar theme between advertisements and if so what that theme is.

I hypothesize that my research will show that there is an emphasis on femininity, in particular, an emphasis on women’s sexuality through perfume advertisements. THESIS I chose one perfume ad from Glamour’s February 2012 issue and two perfume advertisements from the November 2011 issue.
In the Allure magazine I chose three perfume advertisements from the November 2012 issue. METHOD Common themes between ads are all the women portrayed are all expressing their sexuality through their body. They show off their bodies, their lips, their facial expressions in ways that create a desirable or appealing tone. Each advertisement may send the message to viewers that to be considered a desirable woman; one must wear the perfume being advertised. In doing so may come the benefits of beauty, men, confidence, and sexuality. In most of the advertisements the women are barely covered with clothing or have none on at all.

They are all interpreted as young, beautiful, and empowered.
One of the ads portrays the idea that a woman cannot feel empowered without a man. Advertisers clearly believe the most effective way for them to advertise a perfume bottle is to display women as desirable. It is relevant that advertisers know what consumers want to see and what can ultimately sell a product effectively; however, it is also important for viewers, mostly women, to be aware that these advertisements are not all for their benefit. Limitations Only analyzing six different perfume ads & two different fashion magazines Future Steps Continue to research and to broaden my analysis on magazines & perfume advertisements. Works Cited
Connell. Hegemonic Masculinity and Emphasized Femininity. http://www.csub.edu/~jgranskog/inst205/connell.htm
Levy, J. C. (2006). Advertising to Women; Who Are We in Print and How Do We Reclaim Our Image?. Journal Of Creativity In Mental Health, 2(4), 75-86. doi:10.1300/J456v02n04_07
Lindner, K. (2004). Images of Women in General Interest and Fashion Magazine Advertisements from 1955 to 2002. Sex Roles, 51(7/8), 409-421.
Reichert, T., & Walker, K. (2005). Sex and Magazine Promotion: The Effects of Sexualized Subscription Cards on Magazine Attitudes, Interest, and Purchase Intention. Journal Of Promotion Management, 11(2/3), 131-141. doi:10.1300/J057v11n0209
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