لخّصلي

Perfume advertising, unlike other forms of advertising, relies heavily on creating an atmosphere or mood. The scent of a fragrance is a powerful tool to evoke memories and emotions, and an advertisement must show the consumer how they will feel when wearing it. Unlike clothing or travel, where consumers can physically interact with the product or imagine themselves in the setting, perfume advertising must convey the experience through abstract means. Emotions and personality are portrayed to create an air of mystery and appeal to the consumer's feelings.

This paper utilizes a framework to examine how perfume advertising can differentiate a brand and appeal emotionally to the target consumer. We analyze four well-known brand ads that employ various strategies to achieve this goal. One ad successfully differentiates the brand by using aesthetically sized visuals, bold fonts, and a prestigious award to showcase a modern and glamorous image. Another ad communicates exclusivity through handwritten signatures and a credible product benefit. Despite the cosmic theme of one ad, the ads mainly feature fragrances and sprays, which are common in perfume advertising, with well-distributed density. However, this theme stands out and conveys a message of “a world of delights.” Finally, one ad specifically targets young and energetic women, especially party lovers. Unlike other perfume ads where images fail to convey the message, the selected images effectively show active and energy-filled scenes in a party setting.

Perfume advertising, probably more than many other types of advertisements, depends on the creation of an atmosphere or a mood. It is not always possible in the space of a simple advertisement to explain the feeling associated with a particular fragrance. The smell of a fragrance is a powerful tool to evoke memories and emotions in an individual, and an advertisement has to work towards showing the consumer how they will feel when wearing a particular fragrance. With clothing, the consumer has the capability to touch and feel the fabrics, and with exotic holidays, they can look at an image and imagine themselves being present in the setting. With perfumes, the message has to be more abstract; the sense of smell cannot be experienced through an advertisement, but emotions and personality can be portrayed. Advertising has to be used to create an air of mystery about a fragrance and appeal to the emotions of the consumer.
In this paper, we utilize a framework to examine how perfume advertising can differentiate a brand and appeal emotionally to the target consumer. We then discuss how ads of four well-known brands use various strategies to differentiate themselves and appeal emotionally to their individual target markets. Particularly, we argue the ad of one brand is successful in differentiating the brand by using aesthetically sized visuals and bold, distinct fonts, showcasing the modern and glamorous image using a well-recognized prestigious award. Another ad communicates the exclusivity of the brand using handwritten signatures and contains a credible product benefit. Despite the cosmic theme of one ad, the ads mainly feature the fragrances and Eau de Toilette sprays, which can be found in many other perfume ads, with well-distributed density. However, such a theme can make the ads stand out in the readers’ eyes and convey the message of “a world of delights.” On the other hand, one ad targets specifically the consumers of young and energetic women, especially party lovers. However, unlike other perfume ads, which their images do not succeed in delivering the message to the consumers, the selected images used in the ad effectively show active and energy-filled scenes in the party place.