Deconstructing Persuasive Communication in Perfume Advertising

Abstract

Processes of persuasive communication in publicity are very subtle and efficient. They rely on a range of semiotic codes and inferential processes of communication. The main objetive of this paper is to deconstruct these processes in one type of publicity: perfume advertising. To this aim, an analysis will be presented exploring covert styles of communication being used in these adverts, which lead the expected target to emotional and liminal states invoking identities. Method: An analytic framework has been implemented, based on some pragmatic theories, especially Relevance theory (Sperber and Wilson, 1986, 1995), that explain inferential communication. This approach has proved to be useful since advertising messages are not fully encoded. Persuasion is achieved appealing to emotional processes of identity construction and by building liminal spaces, invoking glamour, youth and beauty. Results/ Discussion: This study will show the explanatory power of this analytical framework for exploring covert communication, which is the main strategy used in this kind of adverts. As the theories used postulate, the goal of communication is changing the cognitive environment of a hearer. It will be shown that the cognitive system of humans is more susceptible to some cognitive phenomena, for instance those related to identity construction or to building a sense of membership. Advertisers profit from this resonance in their attempt to lead the expected target audience through the interpretative routes they so subtly design. Conclusion: In synthesis, the analysis implemented will show how these adverts of glamorous products like perfumes create a liminality, a liminal space between reality and unconsciously desired identities, in the oniric appeal of emotions and the visual identities presented.