The False Obvious:Gender Myth in Perfume Commercials  

作　　者：DENG Lin SHI Huina 

机构地区：[1]Hubei University,Wuhan,China

出　　处：《Cultural and Religious Studies》2024年第1期8-14,共7页文化与宗教研究（英文版）

摘　　要：Perfume commercial,as a form of cultural text and practice,is relatively special in contemporary commercial advertising:The commodity qualities of perfume dictate that perfume advertisements must cater to the sexual fantasies of the audience,and therefore inevitably characterize the mainstream,dominant gender norms.At the same time,perfume commercial,as a unique marketing communication method,also unconsciously influences people’s values through sensory stimulation and emotional rendering.This article explores the connection between perfume and its commercials,sex,and gender,and discusses the generation of meaning in perfume commercials as texts and deconstructs the gender myth implied from the perspectives of representation and myth analysis,ultimately revealing that behind the gender myth of perfume commercials is but a false manifestation of the ideal self-image of the western white bourgeois heterosexuality.

关 键 词：perfume commercial gender myth REPRESENTATION 

分 类 号：F713.8[经济管理—广告]