I don’t do it often but when I do, I have to admit to a certain frisson, which could be simply a matter of age, though that's what they want me to do. I’m not talking about sex. Well, I am, but on television and in the press. The Spanish press and television, for that is what I see more frequently. The above picture comes straight from last Sunday’s El País, and there’s more below.
This time of year brings out two of the most expensive genres of the advertising world: toys, including the expensive electronic types, and perfumes. The former doesn’t use sex very much unless you count the fact that a lot of dolls seem to come complete with genitals and the ability to pee and more at will. And, naturally, advertising for dolls is aimed at little girls, despite protestations from the more ‘advanced’ feminists who’d rather they played with lorries.
The latter, however, is all about sex. Perfume has always been about sex and the attraction of the opposite. Historically, though, it was first used, in Europe at least, to cover body odours I’d rather not imagine, much less deal with. Cleopatra may be another story more in keeping with the theme of this article. Mind you, she had to attract the likes of Julius Caesar and Mark Anthony, with whom she had one and three children respectively. Perfume as empire builder – no wonder perfume is a potent armament. (Would that the Bush empire had sprayed perfume instead of bombs all over the Middle East…)
Back to today and sex in the media. Perfume advertising aimed at either sex -and sometimes what looks like a third- comes up on screen three times a year: Mother’s Day, Father’s Day and Christmas. It can be broadly classified as Macho, Muy Macho and I’m Not Too Sure. This applies to perfumes for men and women alike. There are brands that are created for both sexes, others that have a same-name bottle for each. The bottles themselves are another thing: phallic for men and -what’s the opposite of phallic?- for women. Well of course!
I know that sex is a powerful advertising tool: I have been an advertising copywriter for decades, though I never worked on any perfume ads (I wonder why?). Indeed, I have no objection to sex, nor even to Christmas. It’s just that the two seem a bit incongruous together. I don’t object to a little nooky at Christmas time, either; it’s ‘family time’ after all. But I propose that perfume ads become a little more Christmassy and maybe a little less sexual. Or am I just an old fart?
Below are some more samples of what I mean, including a couple of TV commercials that have been placed at this time of year (click on the images to enlarge, if you must, but be warned that some of them may be unsuitable for children – unless they’re going to give you perfume this year, of course):
This time of year brings out two of the most expensive genres of the advertising world: toys, including the expensive electronic types, and perfumes. The former doesn’t use sex very much unless you count the fact that a lot of dolls seem to come complete with genitals and the ability to pee and more at will. And, naturally, advertising for dolls is aimed at little girls, despite protestations from the more ‘advanced’ feminists who’d rather they played with lorries.
The latter, however, is all about sex. Perfume has always been about sex and the attraction of the opposite. Historically, though, it was first used, in Europe at least, to cover body odours I’d rather not imagine, much less deal with. Cleopatra may be another story more in keeping with the theme of this article. Mind you, she had to attract the likes of Julius Caesar and Mark Anthony, with whom she had one and three children respectively. Perfume as empire builder – no wonder perfume is a potent armament. (Would that the Bush empire had sprayed perfume instead of bombs all over the Middle East…)
Back to today and sex in the media. Perfume advertising aimed at either sex -and sometimes what looks like a third- comes up on screen three times a year: Mother’s Day, Father’s Day and Christmas. It can be broadly classified as Macho, Muy Macho and I’m Not Too Sure. This applies to perfumes for men and women alike. There are brands that are created for both sexes, others that have a same-name bottle for each. The bottles themselves are another thing: phallic for men and -what’s the opposite of phallic?- for women. Well of course!
I know that sex is a powerful advertising tool: I have been an advertising copywriter for decades, though I never worked on any perfume ads (I wonder why?). Indeed, I have no objection to sex, nor even to Christmas. It’s just that the two seem a bit incongruous together. I don’t object to a little nooky at Christmas time, either; it’s ‘family time’ after all. But I propose that perfume ads become a little more Christmassy and maybe a little less sexual. Or am I just an old fart?
Below are some more samples of what I mean, including a couple of TV commercials that have been placed at this time of year (click on the images to enlarge, if you must, but be warned that some of them may be unsuitable for children – unless they’re going to give you perfume this year, of course):
That's just the print ads; there's more on TV, too - but you won't want to see those, will you?
And that’s all the Christmas entertainment you’ll be getting from this columnist.
(c) Alexander Bewick 2008
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