| Abstract [eng] |
Advertising which deals with smell is analysed in the paper. Smell is one of the five senses that humans have. Press advertisements, TV commercials are perceived through vision, i.e. they are seen. How is something, that cannot be seen, conveyed? The creators of visual messages face the problem how to convert one sign system which is perceived through the eyes into another sign system which is perceived through the nose. A very important thing should be kept in mind that advertising is producing a message which employs a variety of signs to reach the greatest number of people. The creators of advertisements should be careful dealing with entropy and avoid literal language whenever it is possible. The aim of the paper is to analyse visual representation of smell in advertising by applying a communicative approach and a semiotic analysis of adverts. Research showed that a linguistic code, i.e. WORDS, is often used in advertising. Most often smell is signified by linking it to the image and naming it (the smell of bread, basil, musk). Another strategy is to create a visual message and support it with a text. The following means of visual representation of smell have been analysed in the paper: 1) ODOUR EMITTERS (a perfume bottle, rose petals, etc.); 2) THE PROCESS of smelling; 3) THE FEELING OF BEING CARRIED by the aroma (the image of the breeze); 4) THE FEELING OF EUPHORIA (social dysphoria); 5) METONYMY (the scent of petals, stars, droplets, light, etc.); 6) METAPHORS to signify odours of actually odourless things (the smell of spring of ceramic tiles, of Lithuania). It was found that sexuality and eroticism are emphasised in fragrance advertising, taste - in food advertising. Cases of direct advertising with glossy magazines were found: free perfume samples, scented strips, perfumed pages with the commercials of the advertised fragrance. |
