We were set a task in my seminar today to analyse the components of a fragrance ad, put the ads into categories of communication codes and we had find out other life style industries that have produced powerful and innovative communication adverts.
To start off, in teams of 4, we split our magazine tear sheets up into two piles containing:
- Location with narrative
- Location without narrative
Location with narrative
Location without narrative
The next two piles were of:
- Studio with narrative
- Studio without narrative
Studio with narrative
Studio without narrative
We then decided to split these tear sheets up into ‘colours’.
- Statement colours
- Black and white
- Warm colours
Black and white
Many of these adverts tell a story and you can tell this by the colours they use, some of the adverts stand out more than others.
Using the same tear sheets of fragrance ads, we organised them into 4 categories:
- Sensuality and indulgence
- Trust and honesty
- Humour and kitsch
- Tradition and heritage
Sensuality and indulgence
Many fragrance ad’s have sensuality and indulgence; this includes passionate and exotic images. Examples of this includes Ann Summers, La Senza and Victoria Secret.
Trust and honesty
Trust and honesty perfume ad’s include Miss Dior, Daisy by Marc Jacobs and Issey Miyake. This is because most of these campaigns are natural and spiritual.
Humour and kitsch
These perfume tear sheets consist of theatrical and ironic fragrance ads. Examples of these would be Rita Ora for DKNY, Lancôme and Moschino.
Tradition and heritage
Tradition and heritage contain romance, vintage and class including Modern Muse by Estee Lauder, Candy by Prada and Chloe.
Finally with these 4 categories we tried to think of as many brands that relate to them.
Sensuality and indulgence – Ann Summers, Victoria Secret and La Senza.
Trust and honesty – Simple, Marks and Spencer’s, Johnsons, Dove, Ace & Jig which is an authentic sustainable fashion brand.
Humour and Kitsch – Fosters, Snickers and Crusha.
Tradition and heritage – Chanel, Marks and Spencer’s and Canon and Nickon.
I enjoyed sorting these fragrance ads into different categories and it then got me realising how many fragrance adverts there actually are!