The document discusses the use of sex in fragrance advertising. It outlines three main purposes of including sex in these ads: 1) to imply that wearing the fragrance will lead to success, 2) to build the viewer's self-perception, and 3) to create sexual stimulation or connection between the ad and viewer. The document also notes that fragrance ads aim to assure consumers that "all good things come to those with the right sense." Sources on the topic of sex in advertising and the cultural history of smell are referenced.

1. Having the Right Sense
The Implementation and Use of Sexual Content and Information
in Fragrance Advertising
Mathew Riva

3. “False Reality”
You see it often enough, you start to believe it
to be true in the world.
- Scroeder and Borgerson

4. 3 Purposes of Sex in Fragrance Ads

5. Purpose #1: Fragrance Yields Success

6. Purpose #2: Build Self-Perception

7. Purpose #3: Sexual
Stimulation/Connection between Ad &
Viewer

8. This line points towards one specific purpose
(implicit or explicit) of perfume ad campaigns:
“[It] assure[s] consumers that all good things
come to those with the right sense.”
- Classen, Howes, and Synnott
Sex Sells

10. Advertising Ploy
Job
Intimacy /
Relationship
To feel
attractive

11. Sources
 Classen, Constance, David Howes, and Anthony Synnott. Aroma: The
Cultural History of Smell. London: Routledge, 1994. Print.
 Coloribus. “Dolce & Gabbana.” Online image. 2007. Web. 6 Feb. 2015.
 Coloribus. “Gucci Guilty.” Online image. Oct. 2010. Web. 21 Jan. 2015.
 Eatmedaily. “Burger King.” Online image. Google. Google, 24 Jun. 2009.
Web. 27 Jan. 2015.
 Euphoria, “Calvin Klein Euphoria.” Online Image. Google. Google. Web.
11 Feb. 2015.
 “Fendi Fan Di Pour Homme.” Online image. Google. Google. Web. 11 Feb.
2015.

12.  “Love Marks: James Franco y Gucci.” Online image. Google. Google. Web. 11
Feb. 2015.
 “Miss Doir Cherie Add – Natalie Portman.” Online image. Google. Google. 2014.
Web 11 Feb. 2015.
 Reichert, Tom. “What is Sex in Advertising? Perspectives from Consumer
Behavior and Social Science Research.” Sex in Advertising. Eds. Tom Reichert and
Jacqueline Lambiase. Mahwah, NJ: Lawrence Erlbaum, 2003. 11-38. Print.
 Schroeder, Jonathan E., and Janet L. Borgerson. “Dark Desires: Fetishism,
ontology, and Representation in Contemporary Advertising.” Sex in Advertising.
Eds. Tom Reichert and Jacqueline Lambiase. Mahwah, NJ: Lawrence Erlbaum,
2003. 65-87. Print.
Sources

13. Having the Right Sense
The Implementation and Use of Sexual Content and Information
in Fragrance Advertising
Mathew Riva