Sex in Advertising

Senior Research Presentation.

1. Having the Right Sense The Implementation and Use of S exual Content and Information in F ragrance Advertising Mathew Riva

2. “False Reality” You see it often enough, you start to believe it to be true in the world. - Scroeder and Borgerson

3. To succeed in business Build self-perception Sexual stimulation/connection 3 Purposes of Sex in Fragrance Ads

4. Purpose #1: Fragrance Yields Success

5. Purpose #2: Build Self-Perception

6. Purpose #3: Sexual Stimulation/ Connection between Ad & Viewe r

7. This line points towards one specific purpose (implicit or explicit) of perfume ad campaigns: “[It] assure[s] consumers that all good things come to those with the right sense.” - Classen , Howes , and Synnott Sex Sells

8. Advertising Ploy Job Intimacy / Relationship To feel attractive

9. Sources Classen , Constance, David Howes , and Anthony Synnott . Aroma: The Cultural History of Smell. London: Routledge , 1994. Print . Coloribus . “ Dolce & Gabbana.” Online image. 2007. Web. 6 Feb. 2015. Coloribus . “Gucci Guilty.” Online image. Oct. 2010. Web. 21 Jan. 2015 . Eatmedaily . “Burger King.” Online image. Google. Google, 24 Jun. 2009. Web. 27 Jan. 2015. Euphoria, “Calvin Klein Euphoria.” Online Image. Google . Google. Web. 11 Feb. 2015. “ Fendi Fan Di Pour Homme .” Online image. Google. Google. Web. 11 Feb. 2015 .

10. “Love Marks: James Franco y Gucci.” Online image. Google. Google. Web. 11 Feb. 2015. “Miss Doir Cherie Add – Natalie Portman.” Online image. Google. Google. 2014. Web 11 Feb. 2015. Reichert, Tom. “What is Sex in Advertising? Perspectives from Consumer Behavior and Social Science Research.” Sex in Advertising. Eds. Tom Reichert and Jacqueline Lambiase . Mahwah, NJ: Lawrence Erlbaum, 2003. 11-38. Print. Schroeder, Jonathan E., and Janet L. Borgerson . “Dark Desires: Fetishism, ontology, and Representation in Contemporary Advertising.” Sex in Advertising. Eds. Tom Reichert and Jacqueline Lambiase . Mahwah, NJ: Lawrence Erlbaum, 2003. 65-87. Print. Sources

11. Having the Right Sense The Implementation and Use of S exual Content and Information in F ragrance Advertising Mathew Riva