Author(s)

Yuanting Shen, Yuchen Wu

Corresponding Author

Yuanting Shen

ABSTRACT

Advertising industry has experienced rapid development, both in terms of content and form, which has undergone earth-shaking changes, constantly impacting the public's thinking. With the increasing influence of media, the social influence of the mass media, advertisement, cannot be ignored. As it has gradually become a media form reflecting social ideology. Europe, as the historical region for perfume production, has emerged numerous perfume products with similar features. For differentiating perfume products with others, advertisement becomes the main tool of perfume marketers. However, the particularity of perfume advertising-using gender element as the tool for communicating product characteristics, has led to an inevitable issue in perfume advertising-the controversy about gender elements. The influence of gender element in perfume advertisement lies in that it not only reflects and embodies people's thoughts and ideology, but also influences the ideological change of other people, and finally evolves into a gender stereotype with social influence. In this case, producers and designers of perfume advertisements should think about their own social responsibility and mass influence, and explore a more suitable form for the continued development of perfume advertisements, rather than ignoring their social communication significance.

KEYWORDS

Perfume Advertisement, European, Gender Element, Mass Media