Review of the project

I enjoyed a lot this project. The support is original and the subject interesting because of the freedom of choice. I choose to focus on advertisement on a kind of product whether than on a firm. Therefore, I learn a lot on technics in commercial and press ads. It taught me the evolution supports and technics in this field during this century. Moreover, it's interesting to see the peers's subjects. I learn about lots of marketing choices in many fields and in many firm. The difficulty is maybe due to the quantity of work and the objectives of regularity. We have a lot of work and it's sometimes difficult to couple our blog project and the assignments.
It would maybe be better to demand less articles.
But, broadly, it is an interesting project which teach us a lot on marketing and internet use, and improve our english skills.

Perfume advertisement concept

Chanel N°5
Originally uploaded by johanna davenne.

Like clothing, perfume can be selected in order to reinforce or to affirm the personality of the person which carries it. Thus, publicity will concentrate all its efforts on the type of personality that the perfume represents so that the person who is wearing it has the feeling that she is associated to this fragrance.
Publicity for the perfumes brings into play a large variety of types the female or male, in general built from mythologies which melt the respective roles of the woman and the man. However, these types seem to answer the natural and essential aspiration of any individual to join a personality: to be different, become the person we would like to be or, to be oneself, affirm the person we think of being.
Indeed, men and women are most of the time either famous or at least beautiful and young. It creates a desire. Let’s take the example of the Chanel N°5 TV advertisement with the Little Red Riding Hood.

Calvin Klein's advertising habbits

Some Calvin Klein Ads
Originally uploaded by johanna davenne.

The above Kate Moss commercial uses sex, a very familiar stimuli in marketing campaigns, to elicit a conditioned response. The latter is, according to the theory of classical conditioning, an involuntary response. Even though most males seeing the advertisement, in this case for Obsession, mentally are unlikely to believe that merely using Obsession will make them more desirable to attractive members of the opposite sex, the goal of Calvin Klein’s marketing staff is to convince consumers subconsciously that purchasing Obsession will lead to increased success on the market of love. Undoubtedly, the market is saturated with fragrances that use explicit sexuality as a marketing tool, often conveyed by suggestive advertising, dark bottles and brand names referring openly to sex. In addition to Calvin Klein’s Obsession, Allure and Passion are other product names known to most consumers. It is generally believed that a company has to play on sex to successfully introduce a new fragrance on the market, but more products than just CKOne has proved this theory wrong.

Marketing survey

I'm carrying out a survey on a new product : a hair perfume. Your response would be appreciated. If you did not receive an email with this link, can you please answer these quick 10 questions.
Thank you for your participation

Shalimar - GUERLAIN

Shalimar - GUERLAIN
Originally uploaded by johanna davenne.

To continue with Shalimar, you can see on this picture three ads of the same perfume from 2001, 2002 and 2003. If the photographs is the same on the three, the place and the size of the bottle and the name of the perfume change. In 2001, the bottle is small, in a corner and the name too. On the contrary, we can see that the perfume takes a big place on the ad and the name "Shalimar" is readable.

Shalimar Ads Evolution

Shalimar Ads Evolution
Originally uploaded by johanna davenne.

Let’s see the evolution of a perfume advertisement. A perfume is a product which can live for years. People are used to a fragrance and need to find it when they want. So even if the bottle of the perfume can not change, its advertisement can make its image change. Therefore, ads are essential in the life of a product. The advertising campaign has to consider the evolution of the trend but also the will of the brand for its product. We can take the example of Shalimar by Guerlain. As you can see on this picture, the ad from 1984 is different as a current one. The picture are more and more net. Women faces have a bigger place in current ads. And the body is more and more revealed.

Grasse’s Museums website

Acqua di Felsina, originally uploaded by johanna davenne.

I invite you to visit the website of the Grasse’s museums. It deals with perfumes, from conception to marketing. I advise you to pay a detailed attention to the page titled “From the advertisement to marketing”. This page aims at explaining the evolution of perfume advertising. Illustrated by some pictures, it approaches details of the advert like language, supports, colours, … The example of advertisement given in this page are international. It gives an idea of perfume advertisement at different times and at different moments.
However, the comments don’t concern a big part the 20th century. Most of the examples are old and there is no comparison between today’s ad and the example given. This is the only point I would have improve if I worked on the site.