Insight To The Ads Of Perfume For Lovers
~ by Sophie Ko & Anita Chien
promotion of the combined perfumes for lovers is just a tricky game played by
the sales to capture those boys and girls who are passionately in love.
Just like the selling of some watches, rings, or costumes for lovers, the
following two ads of perfumes for lovers also take intimacy between couples as
their main appeal. Only such a
connection is made between not only two sexes but also the same gender.
more conventional presentation than the perfume ad of Dolce&Gabanna,
Armani・s illustrates properly the idea of intimacy between two genders. First of all, the distinctions of men or women・s perfume
are made through the colors of the bottles and the carvings at the bottom of the
bottle. The dark gray one is for
men, and the carvings are ：he/ il,； which show male identity in different
languages. The light silver one is
for women, and the carvings are ：she/ elle,； which show female identity.
Also, the shapes of these two bottles are especially designed as if they
could be fittingly assembled together with a lips-like convex bulging out on the
smooth surface of the bottle for men and a concave on the one for women.
The matching of the two perfume bottles coincides with the seemly kissing
scene in the background, which emanates an invisible attraction and undercover
passion between the two individuals. Especially
through the overall color of black and white, naturally we associate it with a
more old-fashioned style of courtship and old movie. And with the male model・s head a bit forward and his hand
touching the female model・s lips, such a simple kissing action further conveys
the traditional masculine role aggressively taking the first step over a passive
feminine character in this typical type of intimate courtship.
In contrast to the stereotypical presentation of gender relationship in Armani, Dolce&Gabanna・s suggests more independence of both genders and freer interplay of sexuality. The name of the perfume for men is ：Masculine,； which is darker bottle; the name of the perfume for women is ：Feminine,； which is lighter bottle. Corresponding to the two bottles, the nudes, being the most important element contributing to this impressive and gleaming picture, represents common features of men and women・s physical beauty: the muscular and well-built figure of men and the buxom and voluptuous beauty of women. Through this exposition of human bodies under the dazzling light, moreover, we get to see an establishment of physical intimacy, not only between a man and a woman but also between men or women. A total of eleven models are mixed with each other with some head to head and the other head to feet as well as the up-side-down position of perfume bottles, which seems to imply that some variations of sexual intercourse would add not only the fun but the intimacy between lovers. This volute circle-like image, moreover, suggest multiple possibility of sexual interplay, ranging from heterosexuality to homosexuality, from monogamy to group sex and the fast-food type of love.
these two ads show different degree of intimacy, within this big picture, both
of them delicately establish a connection between the image of ads and the
products themselves by making their transition with their interpretations from
background to products, and then by reversing them back.
For example, first of all, it・s easy for a close-up on the facial
portion of kissing to be associated with breath smell, and for a distant zooming
on the wreath of naked bodies with one・s body smell.
Thus, naturally, viewers might first get the idea of fragrance through
this image and think of the product itself, perfume. Then, again, we see how the product also corresponds to the
conveyed meaning of the ads. The
aluminum made bottle in the Armani・s somehow adds to the secret and abstract
intimacy, and the transparent glasses in G&D・s bares its exaggerated
boldness through letting the potential consumers view directly the original
color of the perfume. Here, we see
the design of both products match with the atmosphere in ads very well.
the first black-and-white advertisement, there is a concealing sense of caring
affection drifting heavily in the air; in the other, the emotional impact is
emanated directly from the mixture of bright yellow and dazzling light shining
on the nudes.
The theme and techniques of one advertisement might differ according to
the product and many other elements of the promoting aims.
These two advertisements focus on the relationships between lovers.
To express it, the designers also pay extra attention to the shape,
color, material, and name for each bottle of perfume as if endowing the perfume
itself different identities and personas. The
backgrounds in two ads show excellent coherence with not only the products・
external appearance but also, more importantly, their conveyed meaning. In conclusion, both of them have achieved one important
technique in perfume advertising: to highlight the product, perfume for lovers,
through many supportive and related elements of one major theme, intimacy in
different aspects of love.