향수 광고 모델의 비주얼 이미지에 관한 연구 - 여성 향수 광고를 중심으로

A Study on the Visual Images of Fragrance Advertising Models - Focusing on Female Fragrance Advertisements-

&nbsp;&nbsp;Fragrances allow one to create a unique persona by using the sense of smell to form a silent, unseen image of oneself. Thus, they function as enhancing the value of consumers themselves to the extent they are called as liquid jewel, and are being developed as a medium to reflect consumers&quot; psychological status. In this context, fragrance advertising models instantaneously capture those images sought by consumers and show the visual image to satisfy their sensibilities.<BR>&nbsp;&nbsp;The sexual image strongly directs consumers to have desire for human bodies called one of the most natural and basic instincts by seeking beautiful bodies in the perspective that skins are clothes also in fragrances, and satisfies sexual objectivity toward scent.<BR>&nbsp;&nbsp;The elegant image seems to reveal ideal feminine beauty women seek, which features feminine elegance and proud attitude, by utilizing accessories. It usually forms the figure of models with black and mono tone refinedly and calmly, and provides consumers with classical beauty of silent atmosphere.<BR>&nbsp;&nbsp;The innocent image incites consumers to go back to bygone days in which purity existed, by continuously creating liberties and day-to-day desertions. It naturally implies the inherent appearance of human being, which provides consumers with comfortableness and simplicity of favorable image.<BR>&nbsp;&nbsp;The exotic image shows lofty appearance of a goddess, oriental people highly value, backgrounded by the scenery and objects to which consumers are not available to easily access. It is found that those models have elegant and oriental image revealing exoticism a lot and do oriental and ethnic makeup, which provides uniqueness to western people.<BR>&nbsp;&nbsp;The fantasy image represents the image of a nymph or an angel, which usually appears in a fairly story or myth. The desire of consumers for an unrealistic world or a new world is promoted by the combination of the consumers&quot; desire and the image of models. Consequently, the image reflects fantasticism and mysteriousness.<BR>&nbsp;&nbsp;Models are one of the most important factors that sway the ambience of advertisements. Since every expression or gesture appeals to consumers, it goes without saying that models are important. It is perceived that since fragrance visual advertisements thoroughly show one perspective, they embrace the intent and scent they wish to show, and social/cultural trends on which they are based. Accordingly, the success of fragrances depends on how much their visual images match the above conditions and how much they touch the minds of users.