Hi all, I am just wondering why all the perfumes, scents commercials almost all look the same, black and white, some dude or a beautiful lady, very short in time, etc …
What is the logic or psychology behind it. Are there any studies suggesting that this is the best way to advertise odours ?
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Try to imagine how you would visualize smell in a way that would market to an audience. It won’t make sense, but it Might still tickle your visual senses in a way you can relate to your nose. Just my best guess.
The motivation is primarily association. It differs by product and by the target customers.
The idea is that by association, it relates the aspirations of the customers to the use of the product advertised. It is likely illegal or borderline illegal to make claims of causality eg “using this will make you rich and beautiful” But if it is suggested that “rich and beautiful people use this”, then the effect is similar – inducing more demand for the product.
“Wealth” and “beauty” are not the only associations. If the commercial targets an older demographic, say retirees, it would perhaps, show scenes of security and comfort. Younger demographics might be appealed through fun, sporty activities and excitement. A slightly older demographic might be wealth, sophistication and status etc etc.
Most human beings have a fairly natural inclination towards beauty, however we define it. So commercials will tend to have attractive or glamorous people in it. It is also quite natural to have a higher trust for familiarity (and fame) people so commercials might also feature famous and/or trustworthy spokespeople.
For perfumes, possibly we’d associate it’s use to “when we want to feel our best” and this frequently is the pursuit of romance or romantic ideals. The black and white might signal the idea of black and white movies of the era of glamour and Hollywood. Quick shots don’t give time the brain to think and process – this is a tool to force the more emotive/limbic side of the brain to the forefront. Advertisers don’t want you to have the time to think “I don’t need that or this does not make a lot of sense” but rather have you associate the positive emotion to the product.
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