5. Share the Fantasy

Perfume Advertising, Fashion, and Desire

  1. Jessica Wolfendale2 and
  2. Jeanette Kennett3
  1. Cynthia A. Freeland

Published Online: 31 AUG 2011

DOI: 10.1002/9781444345568.ch5

Fashion - Philosophy for Everyone: Thinking with Style

Fashion - Philosophy for Everyone: Thinking with Style

How to Cite

Freeland, C. A. (2011) Share the Fantasy, in Fashion - Philosophy for Everyone: Thinking with Style (eds J. Wolfendale and J. Kennett), Wiley-Blackwell, Oxford, UK. doi: 10.1002/9781444345568.ch5

Editor Information

  1. 2

    West Virginia University, USA

  2. 3

    Macquarie University, Sydney, Australia

Author Information

  1. University of Houston, USA

Publication History

  1. Published Online: 31 AUG 2011
  2. Published Print: 2 SEP 2011

Book Series:

  1. Philosophy for Everyone

Book Series Editors:

  1. Fritz Allhoff

Series Editor Information

  1. Western Michigan University, USA

ISBN Information

Print ISBN: 9781405199902

Online ISBN: 9781444345568



  • perfume advertising, fashion and desire, sharing the fantasy - scent, evocative senses;
  • perfume ads, linking fragrance to lifestyle - showcasing luxurious settings and erotic scenarios;
  • perfume marketing - carefully planned, and expensive;
  • perfume marketing, shifting from professional models - to film or music stars, as the “face” chosen to front their new products;
  • perfume advertising, for tracing - changing styles in perfume fashion;
  • Chanel's distinctive video campaigns, its two signature scents - Chanel No. 5 and Coco Mademoiselle - Chanel No. 5, a classic of the old school;
  • fashions and perfumes, trends - the 1970s ultra-potent smells like Opium, to the “clean” 1980s unisex scents, like Calvin Klein's Eternity;
  • Chanel perfume movies, by Luhrmann and Jeunet - mini-narratives of romance - Chanel mini-films for No. 5, form of standardized control over female desire;
  • celebrity perfumes by women of color – perfumes aimed at, featuring women of color;
  • consumers, a level of sophistication - perfume (and other) ads, not mere pawns in the hands of mass marketers


This chapter contains sections titled:

  • Chanel No. 5 and Perfume Fashions

  • Coco Mademoiselle Ads

  • Male Perfume Ads

  • Celebrity Perfumes by Women of Color

  • Perfume Aesthetics, Erotics, and Ethics

  • Resisting the Fantasy: Erotics and Commodity Fetishism