Research On The Perfume Advertising Under The Perspective Of The Ritual Views Of Communication

Perfume advertising is a kind of cultural phenomenon. Perfume consumer focuseson cultural values, which obtain from perfume ad. Perfume ad is the main place in whichthe meaning of the symbols gets production and dissemination. Perfume ad characterizesthe specific cultural values. James Carey, the American scholar, made a ritual view ofcommunication. The ritual view emphasizes that the nature of communication is themeaning production of symbols. The content of communication characterize theconstruction of reality and cultural characterization. In this study, the ritual views areused to study the ritual symbol of perfume ads, trying to grasp the ideology and valuesimplied by the external form of the symbol.In this study, the fashion magazine "Rayli Fashion Beauty" five years appeared27brands,56series of91non-repetition plane perfume ads and102individual objects. Theresult is consistent with the hypothesis: advertising is a ceremony to follow certain socialrhythm, the repetitive performance for ritual ceremonies and ritual elements; theestablishment of a fact or imagination relationship between the core advertising symboland products realize the transfer of significance; advertising transfer more feelings andbeliefs than excessive product information; advertising ritual is a external manifestationof beliefs, advertising reflect clear ideological meanings and particular cultural values.The results showed that: perfume advertising is a worship ceremony; advertisingachieved function through the transfer of symbolic significance; person in the ad havereligious metaphor of totem and witchcraft; perfume ad is gender ritualized performances;advertising ceremony reinforces Caucasians group identity, revealing the aggressiveintentions of Western civilization; the worship of ritual symbols reflects the fetishism andconsumerism, exposing the essence of the modern colonial capitalism.This study makes a good attempt for the specific practices of ritual views ofcommunication. The ritual views of communication study Ads from the macro level ofsocial and cultural, developing the advertising research which under ritual perspective,increasing the depth of research, providing useful suggestions for the development ofperfume ads.