In commencement of starting our new ‘fragrance-based’ module, we looked at common themes within fragrance advertisements: Seduction and Sensuality, Purity and Honesty, Tradition and Heritage and Humour and Kitsch. Although this is not a definitive list, most fragrance advertisements can be categorised into one of these themes.
Seduction and Sensuality:
Passion, forbidden, seduction, exoticism are also associated with this theme. These advertisements often exploit rich, jewel-like colour schemes such as red, purple, midnight blue and emerald. Designers such as Tom Ford, Yves Saint Laurent and Stella McCartney often present this theme in their advertisements.
Purity & Honesty:
These types of advertisements present authentic, spiritual and natural themes, often in pastoral settings and using colours such as white, grey, blue and green. Examples of this can be found in advertisements from Narciso Rodriguez, the Marc Jacobs Daisy collection and Issey Miyake.
Tradition and Heritage:
These advertisements make use of romance and nostalgia, hammering home the brand’s heritage and sense of ‘class’, adopting pastel or monochromatic colour schemes, often with the incorporation of gold. Chanel, Dior, Estee Lauder, Dolce & Gabbana’s advertisements are infamous for this.
Humour and Kitsch:
Advertisements in this category make use of camp, wit, irony and theatrical elements, often using bright and whimsical colours. Anna Sui, Prada, Jean Paul Gaultier and Moschino advertisements can be described as both intentionally humorous and kitsch.