Iconographic representation of women in perfume advertising

Abstract

The female iconographies represented in perfume advertising are analyzed from a sample of fifty graphic advertisements published from 2000 to 2015. The applied methodology was iconographic, from which categories were created: Olympian goddesses, princesses, cinematographic myths, woman and snake and woman and feline. The results show that the survival of these mythologies in graphic advertising establishes feminine stereotypes and sexualized beauty canons in the collective subconscious that reaffirm the idealized survival of well-known myths in graphic advertising in this sector.