Srovnání vnímání reklam značek parfémů pro muže a ženy

Abstract

Advertisements for perfume brands often rely on abstract images and associations. They can persuade a person to buy a fragrance without smelling it. Focusing on the imagination allows brands to harness the power of the imagination. However, there is a problem that perfume advertisements tend to be stereotyped, using the same elements or the same themes, and may not make sense. The aim of this bachelor thesis was to compare the perception of advertisements of global perfume brands and to discover whether brands are succeeding in evoking the expected feelings in consumers, whether perfume advertisements are starting to blend to them or whether it is the repeated patterns that they are looking for and want to continue to see. The theoretical part of the thesis focuses on the theoretical background of advertising and the characteristics of the perfume market. The practical part then describes how the quantitative research method of experimentation worked with a small group of twenty participants, which provided an interesting perspective on the topic. Through the experiment, it became apparent that despite the fact that perfume advertisements are often templated and show similar themes, this is what customers like. An interesting factor was precisely the strong influence of feelings and emotions, which were given more emphasis than, for example, information about the fragrance's ingredients. Among other things, the thesis highlights the complexity of trying to differentiate oneself and includes suggestions and recommendations that not only consumers but also perfume companies could take into account.