The highly sexual art of selling perfume

 

(Source: cdn.babble.com, 2010)                   (Source: style.popcrunch.com, 2010)

Fragrance has always been linked to desire and sexual attraction when it comes to perfume. However there has always been an issue in its advertising as certain advertisements tend to stereotypically link women in provocative or sexually suggestive poses. Many people believe that by reinforcing harmful stereotypes in their advertisements, they somehow should be held accountable (Holsinger & Dilts, 1997).

The ad for Madonna’s Fragrant “Truth or Dare” was banned by the ABC network in the States until re-edited as it is deemed too inappropriate for the mainstream media. As like, the other celebrities’ ads, which have sexually explicit reference in the advertisements. Advertisers need to observe moral principles and ethics so the ads are not offensive or indecent. In addition, the ads are also anti-feminist as it portrays women as sex objects. This is a gross violation of women’s rights for they project a negative role model in relation to self-image.

According to Ad week contributor Robert Klara, marketers have lost the meaning of why people wear fragrances and that cologne is now positioned solely around young people and it is using sex to sell. To my opinion, one can argued that sex sells and is good for business, but by pushing to their limits they should also not ignore the potential social consequences. (Chitakornkijsil, 2012). Furthermore, the marketing of perfume are targeted for the young people and I believe the advertisements may have unanticipated side effects.

Apparently, most high-end brands are usually the ones who create the most overt and disturbing material. It has started to be interpreted as something that is highly sensual. The concern here is focusing on getting male attention while devaluing women in submission and as sexual service providers for males which is a bad influence for young girls’ morals and corrupt minds.

In conclusion, advertisers and marketers alike must not compromise their professionalism and integrity for the sake of their financial gain (Chitakornkijsil, 2012).

(321 words)

Reference:

·         Chitakornkijsil, P 2012, ‘BRAND INTEGRITY, ADVERTISING AND MARKETING ETHICS AS WELL AS SOCIAL RESPONSIBILITY.’, International Journal of Organizational Innovation, vol. 4, no. 4, pp.109-130.

·         Holsinger, R & Dilts, J 1997, Media Law, 4^th edn, McGraw-Hill, United States of America.

·         Keeble, R 2001, Ethics for Journalists, Routledge, London.

·         Oakes, S 2012, The highly sexual art of selling perfume, Daily Life, viewed 9^th June 2012, http://www.dailylife.com.au/dl-beauty/the-highly-sexual-art-of-selling-perfume-20120518-1yvd4.html.