Gendered adverts: an analysis of female and male images in contemporary perfume ads

Tuna, Sandra; Freitas, Elsa Simões Lucas

doi:10.17231/comsoc.21(2012).702

Cited by 11 publications

(5 citation statements)

References 6 publications

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“…Rohlinger 2002), very many perfume ads still wrongly assume a heterosexual market (as pointed out by Tuna & Freitas 2012). It is within this understanding of the perfumery market that this paper is written.…”

Section: Odours and Human Matingmentioning

confidence: 96%

Gender Categorization of Perfumes: The Difference between Odour Perception and Commercial Classification

Lindqvist

2013

NORA - Nordic Journal of Feminist and Gender Research

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The odour perception of perfumes is claimed to be associated with gender. Although a gender-sensitive research approach is desirable when the gender variable is in focus, a deeper analysis of this association is uncommon. In this study, 18 participants (aged 20 -30 years) gender categorized 12 perfumes. A gender-sensitive approach was applied to the analysis of the gender associations when sniffing perfumes, in order to examine how the participants' gender categorizations correspond to the commercial classifications of the 12 perfumes. The results demonstrate that the participants' gender associations of the perfumes constitute a scale reflecting the perfumes' odour qualities, where only the perfumes perceived as extremely feminine or masculine were categorized in the same way as the commercial classifications. It is therefore argued that the gender dichotomy of femininity and masculinity does not correspond to the perceived gender associations of perfumes in the present study.

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Section: Odours and Human Matingmentioning

confidence: 96%

Gender Categorization of Perfumes: The Difference between Odour Perception and Commercial Classification

Lindqvist

2013

NORA - Nordic Journal of Feminist and Gender Research

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“…For those reasons, our sample considers a fragrance as one of the most important attributes in buying deodorant. Scholars argue that the function of fragrance has evolved from a function of covering the body odor (Yarovoy and Post, 2016) to psychological functions such as an image enhancer (Tuna and Freitas, 2012), status symbols (Reames, 2016), and more importantly, it is believed to improve its user's sexual attractiveness (Milinski and Wedekind, 2001). As a result, fragrance helps its user build good relationships with others, especially with the opposite sex.…”

Section: Pubertymentioning

confidence: 99%

Customer personal values of hygiene product consumption: a means-end analytic approach

Herjanto

Amin

2021

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Purpose Deodorant, as a hygienic product, becomes a daily necessity product and has significant benefits to its users. Yet, the real motivation for consuming deodorant is not fully understood, and therefore, this study aims to join the extant literature in this context by investigating the effect of personal values. Design/methodology/approach A qualitative study using the laddering approach (means-end analytic) was used and 50 college students participated in this study. Findings The hierarchical value maps show that achievement, power, security and benevolent personal values are responsible for millennials deodorant consumption behavior. Fragrance, price and antiperspirant are the most important attributes that appeal to such consumption. Practical implications The findings also suggested that three different situational factors generated these different personal values. It includes a pre-career environment, puberty and maintaining self-stability. The strongest attributes that appeal to millennials are fragrance, price, antiperspirant, brand, long-lasting quality and packaging. Originality/value This study offers the means-end approach to the framework of millennials deodorant consumption behavior and which can be implemented to investigate millennials consumption decision-making processes.

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“…Perfume advertisements predominantly employ emotional appeals because perfume is related to scents, which often trigger positive emotional responses. Emotional appeals facilitate the triggering of imaginations and emotional responses from consumers (Tuna & Freitas, 2012).…”

Section: Functionality Of Advertising Appealsmentioning

confidence: 99%

“…With increased emphases on quality of life and interpersonal relationships, perfumes have become a necessity. Relevant advertisements can be seen everywhere (Kong, 2016); one of their prominent characteristics is that they rely heavily on visual effects (Tuna & Freitas, 2012). However, studies on the advertising and marketing of perfumes are rare in this field.…”

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confidence: 99%

Symbolic Consumption of Advertisements for Male Perfumes: Effects of Advertising Appeals and Product Involvement on Advertising Effectiveness

Yang¹,

Shih²

2019

RWE

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Because of the trend of metrosexual men, numerous cosmetic brands that originally focused on female customers have extended their product lines to cover the male market, and symbolic consumption in advertisements for male perfumes has flooded society. This study adopted a 3 × 2 between-subjects experiment method to examine the effect of two independent variables, namely the appeal of various types of male perfume advertisement (vanity appeal, admiration appeal, and sexual appeal) and the product involvement of consumers (high and low), on attitudes toward the advertisement (A ad ), attitudes toward the brand (A b ), and purchase intention (PI). This study revealed the following: (1) The types of advertising appeal do affect the A ad , A b , and PI of consumers; (2) consumers' product involvement also affects their A ad , A b , and PI; (3) vanity appeal and admiration appeal both result in optimal A ad , A b , and PI of consumers with high product involvement; and (4) sexual appeal results in optimal A ad and A b for consumers with low product involvement but has no effect on their PI. In today's advertising and marketing business, how a product is made to carry certain symbolic meanings has become particularly crucial; company owners must not overlook the influence of symbolic consumption. This study's results can serve as a reference for company owners and advertisers when planning future advertising and marketing strategies.

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Gendered adverts: an analysis of female and male images in contemporary perfume ads

Cited by 11 publications

References 6 publications

Gender Categorization of Perfumes: The Difference between Odour Perception and Commercial Classification

Gender Categorization of Perfumes: The Difference between Odour Perception and Commercial Classification

Customer personal values of hygiene product consumption: a means-end analytic approach

Symbolic Consumption of Advertisements for Male Perfumes: Effects of Advertising Appeals and Product Involvement on Advertising Effectiveness

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