Odor and Body in Perfume Advertisements for the Construction of Masculine Identity

Abstract

         This research aims to understand (1) the process of creating masculine identity that appears in perfume advertisements for men, (2) the creation of meaning about scent that appears in perfume advertisements for men, and (3) the creative approach to communicating scent to communicate the identity of perfume products. This research is qualitative research by analyzing perfume advertisements for men and conducting in-depth interviews with key informants.

         The research results found that: (1) The identity of men that appears in the 7 perfume advertisements are: 1. The identity of an athlete, the identity of a nature lover, the identity of a gentleman, the identity of a speed master, the identity of a luxurious and elegant man, the identity of a man who loves the sea, and the identity of a man who is passionate about sex. Each identity communicates its identity in a concrete (Concreate) and an abstract (Conceptual) way. In communicating the identity of men in each identity, it is communicated through physical elements, both character (Character) or personality (Personality). The meaning that is communicated can be related to the social context, culture, class, gender, and physical activities. This characteristic is “Mood Advertising”, emphasizing communicating emotions through time and place more than communicating information. (2) The process of creating meaning to communicate identity includes the use of body language codes, clothing codes, hidden meanings from the psychology of colors, symbols from the shape of the packaging, naming to define the core of identity, using scenes or locations to communicate identity, using linguistic strategies to create imagination. In communicating using various linguistic codes, all are communication by code and creating meaning through various symbols (Discursive Symbol) to reduce communication ambiguity and create attractiveness. (3) Guidelines for communicating scent and masculine identity include using images from scent experiences, adding value through artistic elements, using models to convey identity, and using speech styles. In one advertisement, there will be letters or text, the product or product label, background, light, or various elements that are meticulously arranged to communicate the meaning of the product, both in direct meaning, such as characteristics or personality, identity of the product, and hidden meaning, such as culture, values, and various ideologies hidden through various elements to create interpretation for the receiver.