There's a long-running trope in perfume advertising that perfume speaks, and what it broadcasts is a message about its wearer.
香水广告一个经久不衰的诉求点就是香水能说话,能传递有关香水使用者的信息。
In the 1950s, many perfumes spoke the message of feminine sexuality, a subversive message that was only socially acceptable to be spoken subliminally and invisibly, in perfume. In the 1950s perfume ad for Primitif, under the image of a sultry super-vixen with half-parted lips who looks like she just jumped from the cover of a pulp novel, a tagline asks, 'Why not let your perfume say the things you would not dare to?'
上世纪50年代,许多香水传递的是女性的性感;在当时的社会,这种大胆、具有颠覆性的信息只允许通过香水隐晦地透露一二。当时的Primitif香水广告中就是一个超级惹火的娇艳女郎,樱唇微启,活生生从低俗小说封面中跳出来一样,下面的广告语是:“为何不让你的香水把你不敢说的说出来呢?”
In Guerlain's Chant d'Aromes ad from 1965, we're told that a great perfume must do two things: 'It must express something for a woman that she would like to express herself, and it must be said in away that can be understood by men.' And in a Nuance ad from 1978, a few years before the big-shouldered 1980s fragrances such as Giorgio and Christian Dior's Poison shouted their messages, women were told their perfume shouldn't be too strong or loud. 'If you want to capture someone's attention,' it advised, 'whisper.'
【闻香识人 香水广告经久不衰的诉求】相关文章:
最新
2020-09-15
2020-09-15
2020-09-15
2020-09-15
2020-09-15
2020-09-15