How can a company sell perfume over the television?
Why would anyone even consider buying an unknown fragrance that they have never smelled before through a television commercial?
The ad companies are still trying to work that one out, which is why the commercials are so strange! I guess they are just trying to arouse interest so you'll have a sniff next time you're out shopping.
Perfumes, like cosmetics, are billion dollar enterprises. Smart advertisers understand that people are influenced by association. Print ads in magazines combine artfully surreal beauty in an effort to entice consumers by association. Buy this and you will be perceived as the celebrity touting the products magic.
Chanel No. 5 perfume has a new televised advertisement with Brad Pitt attributing beauty, mystery and intrigue to the scent of its perfume. It is the hope of Chanel that women will be captivated by Brad Pitt's fame, attractiveness, success, wealth and union with his equally gorgeous, successful wife, Angelina Jolie, to make other females desire the same magic in their lives. The starkness of Brad Pitt's calm, deep smoldering appeal operates on a sensory level and also ingratiates a subconscious longing for what consumers feel is the good life, spoken by one who can afford the best and one who knows. This sends a powerful message to many that his opinion in this luxury product, from a position of wealth and having had the best, can be trusted. Chanel has been a longtime successful couture business, and, I believe this brilliant televised advertising concept will be successful in selling the perfume, even among those who haven't tried the scent. For those that can afford a luxury fragrance, where cost is not the issue, brilliant advertising through association can prove to be too tempting to resist.
Maybe they assume their customers have no sense of smell - or that these self-same customers will be so awe-struck by the film-stars' recommendations they'll buy the stuff by the bucketful1
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