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Misleading Perfume And Cologne Advertising Essay

860 words - 3 pages

Misleading Perfume and Cologne Advertising

You sit down to watch one of your favorite TV shows one night and you see it, one of those perfume commercials. On the screen you see a beautiful woman walking up a flight of stairs in an elegant dress with diamonds hanging from her ears and neck. Her face is a picture of perfection, with a slight hint of a beautiful smile. Entering on the left of the screen is a man in a black tuxedo he; wraps his arms around her and kisses her passionately on the lips. They both look at the screen and smile. On the bottom of the screen is a small bottle marked with a label of a recognizable perfume company. Now coming back into reality from the mesmerizing commercial, consider what affect this perfume has to most of the typical consumers of this product. A consumer may wear the perfume while at a nightclub in order to attract some attention from members of the opposite sex. However relying on only the fragrance to make them attractive to others may not achieve the desired effect. Even though smell can be a very powerful sense, it does not affect desirability as much as we would like to think. In fact advertisers usually spend millions of dollars in order for these commercials to create ideal images for the perfume or cologne’s effect.

Most cologne or perfume commercials are misleading because they try to portray an image that their scent, and their scent alone, will create effects that are often unrealistic. Some common ploys cologne and perfume company’s use are: that their product will make one feel good about themselves, make one look gorgeous and make one desirable to members of the opposite sex. Take for example the advertisements for Axe body spray, in which a dummy is sprayed with the scent and is almost immediately jumped on by several women, seemingly out of nowhere. This commercial is controversial and unrealistic simply by the fact that no sane woman would be in any way attracted to a department store mannequin. However, these advertisements prompted many males nationwide to go out and buy Axe body products hoping to get similar results. “Ross Lovern, a 14-year-old spray user in New York City, says he and his friends decided to go to the drugstore and buy Axe after watching a commercial on MTV featuring a woman crawling all...

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