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Why Are Perfume Adverts So Terrible ? (Monotony (WHY ? (Hard to sell…
Why Are Perfume Adverts So Terrible ?
Clichés
Very good looking person (often a celeb)
Nude
Expensive clothes
Expensive car
Beach
Fancy jewelry
Sexy breathy voice
Entwined w/ s.o. (= twisted)
Monotony
Big names as directors
Almost the same
Banned bc too sexy
Selling a lifestyle and not a scent
WHY ?
Cost millions to produce
Hard to sell
Nothing about the perfume can be shown in the ad
Need glamour and glitz
BUT
Perfume ads don't need a translation
Important markets are emerging markets
People in China/India etc don't have the same views on clichés perfume ads -> they want to dream
People don't change their perfume
More than $800m spent/year in fragrance marketing
4/5 top selling perfumes were top-selling for 5yrs
People stick to their perfume
Hard to unseat a prestigious perfume
PROBLEMS
Isolates and excludes
Beauty criteria
They all look the same
Can't distinguish brands and designers
The product is recognisable
No particular brand awareness
Most of the brands only have in-house creative dept
No idea about regular ppl
High End product = elite
Let the reputation speak for itself
Avoid mass market
They want to be sensed (cf. Armani)
Nothing rational/funny/persuasive
"Perfume brands are crushed under their own obsession with prestige and elitisme
Perfume ads became a parody of themselves
SOLUTIONS
Brands begin to use technology
Bring ppl closer to the brand w/out losing prestige
Tech is cool and smart
Perfumes will switch to tech.
"Won't do anything until smthg critical happens"
Creativity in spots still work
Ridley Scott's Chanel No.5
Spike Lee's kenzo convention escape
Ads dont make money
Prestige
The sexier the more controversial
Banned = pinnacle