Representations of women and visual communication of the effects of scent in two perfume advertisements for Jean Paul Gaultier

Da bi razumeli pomen oglasa, moramo razumeti, kako oglasi delujejo. Vizualna komunikacija igra ključno vlogo pri modnem oglaševanju in oglaševanju dišav, saj spodbuja našo domišljijo in pomaga pri ustvarjanju želje po oglaševanem izdelku. Vendar pa sporočila v oglasih niso vedno transparentna. Subliminalnost v oglaševanju je iskra, ki prižge številna vprašanja, ki so prisotna v družbi in se obvladujejo s pomočjo medijev. Eno izmed vprašanj, na katero se bom osredotočila v diplomski nalogi, je napačno prikazovanje žensk v medijih. Modne in dišavne blagovne znamke uporabljajo žensko telo za povečanje prodaje z ustvarjanjem vizualnih pripovedi, ki izpolnjujejo moške voajeristične potrebe. Moja diplomska naloga, ki raziskuje učinke in izzive prepričljivega oglaševanja dišav in predstavitev žensk v oglaševanju, temelji na dišavnih oglasih francoskega oblikovalca Jeana Paula Gaultiera za njegovi »Le Male« in »So scandal!« dišavi. Metodologije ki sem jih uporabljala za analizo oglasa, vključujejo analizo vizualne komunikacije in semiotično analizo, s pomočjo katerih sem ugotovila, kako industrija dišav ustvarja željo in kako ženske v vizualnih pripovedih »pomagajo« pri ustvarjanju želje.To understand the meaning of an advertisement, we have to understand how advertisements work. Visual communication plays a crucial part in fashion and fragrance advertising, as it sparks up our imagination and helps in the process of creating a desire for the product. However, messages in advertisements are not always transparent. Subliminality in advertising is the spark that ignites many issues that are present in society and are being kept alive with the help of the media. One of the issues that I will focus on in my diploma work is the wrong portrayal of women in the media. Fashion and fragrance brands use the female body to increase sales, by creating visual narratives that fulfill the male voyeuristic needs. My diploma work, which explores the effects and challenges of fragrance advertising and the representations of women in advertising, is based on French designer Jean Paul Gaultier\u27s perfume ads for his \u27Le Male\u27, and \u27So Scandal!\u27 fragrance. My methodologies include a visual communication analysis and a semiotic analysis, which helped me to get the answer on how the fragrance industry creates desire and how women in visual narratives \u27help\u27 to create that creation of desire