Semiotics
Perfumes have come to signify the liberation of women. It is an object that allows a woman to control how she is perceived through how she smells. It is a symbol of individuality and the degree of independence achieved by. Within this genre, the icon has come to be the symbol of desire and lust which encourages the woman to take control of herself by becoming more desirable to the opposite sex women ( 2006). It has also increase the symbolism of women as elegant, beautiful, sophisticated and glamorous.
This essay concerns the semiotic analysis of female perfume advertisements. All of which are found within the textual context of print advertising. The advertised products include Euphoria by Calvin Klein, Hypnose by Lancôme and Omnia Amethyste by Bulgari. The advertisements were located from the popular magazine, In Style. Each of these advertisements will be analyzed individually based on their status as signs. Although all of them do not physically represent the products, they provide iconic representation of the products and what the product stands for. This analysis will strongly focus on the photographic imagery and the ways whereby the imagery generates signified concepts which promote the image of the product.
Figure 1. Euphoria by Calvin Klein
Source: December 2006
The first advertisement features the fragrance ‘Euphoria by Calvin Klein’. It features a female model in her early to mid twenties. Adjacent to the close up photo is the full body shot of the model with a seductive look. At the bottom right side is the image of the product. To its left is the name of the product with the words ‘Live the Dream’. This message takes the rational approach of selling perfume by selling moods and fantasies. Significantly, the primary colours in this advertisement are orange and tan. The readers are presented with the alluring and seductive complexion of the female subject and the same appearance of the product reinforces the imagery.
Figure 2. Hypnose by Lancôme Paris
Source:December 2006
The second advertisement features the fragrance ‘Hypnose by Lancôme’. It featured a model who is presumably older than that in the first ad. The perfume ad takes a photographic close up of the head and the hand of the model. Superimposed at the lower right of the ad is the image of the perfume bottle. The image of the model signifies beautiful and hypnotizing as reflected by the emphasis on the model’s eyes. The bottle plainly signifies the perfume.
At the mid bottom of the ad is the name of the perfume in a distinct typographical style which creates the link between the key signifiers. The aim of such style is to transfer the qualities of the signified to the perfume which offers the meaning that the perfume is beautiful and hypnotizing. This sign is further strengthened by the words ‘The Hypnotizing Fragrance’. The dominant colours are purple, blue and tan. Purple was used for the perfume bottle because it signifies luxury, mystery and fantasy.
Figure 3. Omnia Amethyste by Bulgari
Source: April 2007,
The third advertisement features the fragrance ‘Omnia Amthyste by Bulgari’. The perfume ad takes a close up photo of the head and the shoulders of the model. Like the first two advertisements, the image of the perfume bottle is located at the bottom right hand portion. The image of the model signifies elegance, beauty and sophistication. The signifier is the actual bottle of the perfume and the signified is elegance, beauty and sophistication. Their unity in the sign is that the perfume is elegant, beautiful and sophisticated.
At the bottom is the name of perfume in a unique typographical style. The words ‘The New Eau De Toilette for Women’ have little to do in reinforcing the signifiers. Rather it is a mere introduction of the products as a new fragrance for women. In terms of color, purple was dominant throughout the ad. This color is congruent to the perfumes’ name since Amethysts are shade of violet/purple. The color of royal purple strengthens the message of sophistication and elegance since purple is commonly associated with luxury and royalty.
Comparison of Perfume Advertisements
Perfume Brand
Signifier
Signified
Code
Metaphor
Euphoria by Calvin Klein
· Female Model
· Dominance of orange
· Seductive, beautiful
· Seduction, fantasy and playfulness
Cultural/ behavioral
The style transfers the qualities of the signified for another
Thus creating a metaphorical sign which offers the meaning that the perfume is
Beautiful and seductive
Hypnose by Lancôme
· Female Model
· Dominance of purple
· Hypnotizing, beautiful
· Mysterious
Cultural/ behavioral
The style transfers the qualities of the signified for another. Thus creating a metaphorical sign which offers the meaning that the perfume is
Hypnotizing, beautiful and mysterious
Omnia Amthyste by Bulgari
· Female Model
· Dominance of purple
· Elegance, beauty, sophistication and glamour
· Luxury and royalty
Cultural/ behavioral
The style transfers the qualities of the signified for another
Thus creating a metaphorical sign which offers the meaning that the perfume is elegant, beautiful, sophisticated and glamorous
Credit:ivythesis.typepad.com
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