Change of Direction
After the presentations last Friday and after trying to really specify what it was I was doing I have changed my topic slightly, so that it focusses more on semiotics, packaging and design, rather than marketing and advertising.
I am going to focus on researching how fragrances and perfumes are sold. I find this area interesting because it isn't possible to smell the product just by looking at the image, but, in a way, you can through the use of semiotic structures and subconscious reading of images.
I am leaving the focus of celebrities behind, although some research I have already done may contribute at some point as perfume advertisements often use celebrities.
I will analyse the semiotic systems used in fragrance advertising and packaging and decode the audience they are being sold to and what they are signifying.
In terms of the practical applications for this topic, I would like to create a series of adverts that sell the same product to different audiences through the use of image. I am also interesting in the packaging of products and would like to package products that are named after the people who buy them- making what is communicated subconsciously obvious on an immediate level. For example the name on the box will be 'Middle aged woman trying to recapture youth' written in the typeface of the product that is aimed at this demographic.
I will continue to blog online sources on this page but mainly I need to start collecting a bank of perfume advertisements and begin analysing them and organising them.
The key questions that I want to discuss are:
What common semiotic systems are used in perfume advertisements to attract different audiences?
What have been the most successful and least successful perfume advertisements and why?
What does the audience believe makes them choose a certain perfume brand based on advertisements?
How does the packaging and shape of the bottle communicate the same message that is portrayed in printed advertisements?
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