Summary #2

When I thought about the idea of a “visual argument” the first thing that came to my mind were ads. As I was flipping through Cosmo magazine the other day (yes, I do indulge in the mindlessness of Cosmo occasionally, don’t judge me), I noticed the sheer multitude of fragrance ads. This got me thinking about how difficult it is to communicate fragrance on print, despite the random samples within the pages that make the magazine smell like Macy’s. So I looked up some fragrance ads, especially the catchphrase that went along with them. I then stumbled on this gem…Kim Kardashian’s True Reflection fragrance, which was just made available this month.

True Reflection Ad

First off, the name of the fragrance makes me laugh, especially when seen in context with the picture. This is Kim Kardashian’s “true reflection”? Hair perfectly styled, face completely covered in makeup and airbrushed to perfection, lacy lingerie on, admiring herself in the mirror? Is this ad trying to tell people that the fragrance perfectly reflects who you (the consumer) are? I think that, with any celebrity as the “face” of a product, the ultimate goal is to convince the consumer that if you buy said product, you can feel like him/her. In this case, if you spray on some True Reflection, your reflection will be every bit as beautiful as hers.

What is presented in this ad is the epitome of femininity: it bleeds soft lighting, curves, tones, and colors. And, as far as fragrance ads go, it is significantly less sexualized…compare it with the ads for her fragrance “Gold” (LINK: Gold) or “Kim Kardashian” (LINK: Kim Kardashian). I believe that this ad is targeting a different consumer type than the other two fragrances, which explains why everything is so different visually. Rather than in-your-face sexuality, this ad is attempting to convey a sense of femininity and classiness; it looks almost retro, a throwback to Marilyn Monroe and Audrey Hepburn. I believe that the message this ad is conveying is that this perfume will evoke the consumer’s true reflection as a woman who is feminine, ladylike, and classy, while still able to be sexy (the line underneath the title says it is the sultry new fragrance”).

Perhaps I am reading a little too much into this, but I see it as Kim Kardashian attempting to clean up her image a little bit (although I am not saying that it is effective), as she is not really Hollywood’s classiest act. I think this ad makes the claim that by wearing this perfume, the consumer will be able to be completely who he/she genuinely is. What the ad fails to make me believe is that anyone’s true reflection is quite as “perfect” as the one shown. Shouldn’t a true reflection emphasize natural beauty and not the power of airbrushes?