The ability to recognize and decipher ad images is dependent on the receiver's photographic literacy and familiarity with the social logic of advertising and consumerism (Goldman, 1992:1). Manufacturers give a product a distinctive name in a mass market to convey a flattering image (Dyer, 1982:41), because all goods are now of relatively equal quality, consumers choose products based on perceived values that have been ingrained through advertising. Package design in the case of perfumes, the bottle, that is the material manifestation of style, image and status. Perfume ads try to create an image of their product because of the lack of any hard information that can be given about the properties of the product.

Visual communication is characterized by a lack of explicit means for identifying other ways in which ideas might be related to each other (Messaris, 1997:x). It does not have an explicit syntax for expressing analogies, contrasts, causal claims and other kinds of propositions (Messaris, 1997:xi) and makes use of icons or symbols to create meaning for intangible characteristics. Iconic signs are characterized by some form of analogy between the sign and it's object: it does not necessarily entail a precise match between the appearance of a picture and the appearance of reality (Messaris, 1997:viii, 3). Iconographic signs are commonly used in perfume ads.

1. heroine or exotic temptress-includes perfumes like Tosca, Carmen, Chloe, Loulou, Charlie and Mitsouko 1. designer names-Vanderbilt, Oscar de la Renta, Miss Dior, Anne Klein (became more predominant in the 1980's) 2. attributes of femininity-Panache, Lace, White Satin (particularly prevalent in the 1960's 1970's and 1980's) 3. exotic locations-Xanadu, Sikkim, Fidgi, Paris (predominant in the 1960's) 4. seduction or passion-Opium, Tabu, Poison, Obsession (prevalent in the late 1980's and 1990's) 5. romance or classicism-Chanel No. 5, 4711, Aperge, Tweed, Reviens (prevalent in the 1960's and 1990's) (Craik, 1994:169)

A classic example of a perfume advertisement selling an image is the 1980's campaign of "Impulse" cologne body spray. The television and print advertisements were accompanied with the slogan, "If a man suddenly gives you flowers that's Impulse". The cologne is portrayed as an active component in the "Impulse" woman's life: wearing this scent empowers the woman who unknowingly casts a spell upon men causing them to act "impulsively", compelling them to buy the woman flowers. The bottle containing the cologne spray is a curious study. IT is small in size, metal in substance with a lacquered surface. The name of the product is painted on continuously with the paint for the entire surface. It has a pumping aerosol mechanism and a plastic lid. The bottle is very similar to a hairspray container. It is disposable, thus not meant to be a keepsake or refilled. The product is packaged as a toiletry item, to be replaced frequently and used often; like soap or shampoo. Obviously, it is inexpensive like hairspray but the small size indicates portability. Bottle design does not figure into the advertising campaign. The bottle appears in a corner of the print ad or the end of the commercials so the public can identify the bottle as an icon to the lifestyle it creates. Based upon the rudimentary analysis above, much thought has been inverted in the image of "Impulse" as a daily necessity for women.
Next to Results Based on 1968 Advertisements