Communicating through seduction: Analysis of art direction in perfume advertising

Abstract

This study analyzes fragrance advertisement from the art direction and advertising message side. Thus, theoretical bases that define the analysis variables in terms of the elements of the visual and audiovisual composition have been studied. Then, a content analysis of the top ten best-selling perfumes according to the Modaes.es magazine, found on YouTube from 2010 to 2017 audiovisual advertising has been carried out. This analysis is inspired by the Digital Documentary Fund of Advertising, FONS. An analysis tool that offers a series of categories and variables typical of graphic communication. Taking this tool as a reference, these categories and variables have been adapted to the scope of perfume advertisement. To conclude, a style book that visually introduces the pattern of the graphic and audiovisual codes used in the art direction of audiovisual commercials of fragrances has been created.