Posts Tagged advertising

Seduction & perfumes all in 30 seconds.

Devo fare attenzione quando guardo le pubblicità dei profumi.
Esercitano un’empatia e attrazione tale sulla mia mente, più di ogni altra pubblicità di ogni altra categoria merceologica.
Sarà per l’effetto evocativo, perchè comprende un senso così astratto ma allo stesso tempo fondamentale. Perfino l’attrazione tra due persone avviene attraverso il “riconoscimento” dell’altrui profumo. Il profumo rappresenta l’emblema del brand: per marchi rock la fragranza avrà caratteristiche e note olfattive più sviluppate e decise, mentre per marchi più femminili che si basano sull’eleganza, le note base saranno fiorite. Riconoscersi in un tipo di profumo equivale ad accettare il brand nelle sue particolarità. E la pubblicità ci aiuta in tale processo. Ci seduce facendoci ammirare la delicata ma forte Keira Knightley che salta sulla moto per Chanel. Un misto tra seduzione e forza. Ci delizia con Natalie Portman che nell’intimo della propria camera si prova abiti, fa il bagno e gioca col fidanzato, per Dior.
Il tutto davanti ai miei occhi estasiati e complici dell’altrui femminilità.

I’ve to be carefull as I watch perfumes advertising.
They exert such an empathy and attraction on my mind, more than any other advertising of any product.
Maybe for the evocative effect, because regards a sense so abstract but essential at the same time. Even the attraction between two persons occurs with the other’s perfume “recognition”. Perfume is the symbol of the brand: for rock brands the fragrance has strong olfactory notes, while for more feminine brands based on elegance, the notes will be flowery.
Recognizing with a kind of perfume means accepting the brand in its peculiarity. And the advertising helps. It seduces, showing us the delicate but strong Keira Knightley who jumps on the bike, for Chanel. A mix between seduction and strenght. It delights us with Natalie Portman in the privacy of her bedroom who tries on some dresses, takes a bath and plays with the boyfriend, for Dior.
All in front of my eyes, delighted and accomplice of their femininity.

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What else?

The advertising overabundance on tv, often let us as anesthetized as we are pretty unable to be receptive to any message.  Maybe that could be a reason for the use of Hollywood testimonials.  The other day I found myself in front of a huge wall of shampoo and I had no idea of which one choose. The repair, curling effect, smoothing effect. A jungle of soap. I have to admit that, in the middle of the panic, I choose the one represented by Evangeline Lily. Is beacause I’m a fan of Lost? Maybe. But seriously, you choose Nespresso because you think that George Clooney is funny and you remember the advertise or because that coffee is so good that it could be promoted by anyone?  And more, would you change coffee brand if you didn’t like Clooney? I think there are numerous factors (empathy as well?) weighing upon our ideas and most of the times we don’t know exactly why we prefer a brand instead af another. But I keep on trying to understand.

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