In Western culture, the individual is always seeking more, wanting more out of life, wanting answers to questions. This is something partially created by, and most definitely exploited by, advertising. Advertisements are used to suggest that a certain product can give the individual, or consumer, this ‘more’, this ‘answer’. One way of doing this is through the use of the exotic Other and the mystery that it involves. I’ve noticed this technique recently after flipping through some (teen) magazines and seeing a strange ad campaign for Secret Deodorant. This line of deodorant products, called Scent Expressions, offers a variety of exotic and international scents, like Jasmine Orient, Vanilla Chai, Kuku Coco Butter, Spanish Rose, Brazilian Cherry, Eastern Lily, French Lavender, Arctic Apple, English Bloom, and Afrikan Violet. Moreover, the descriptions of these scents include:
- English Bloom: “A scent as warm and inviting as an old fashioned high tea.”
- Kuku Coco Butter: “As addictive as Carribean folk music…”
- Afrikan Violet: “This intensely clean, cool, and spiritual fragrance is as big as the continent of Africa”
- Spanish Rose: “Sensual, passionate, and spicy, Spanish Rose evokes the sweet, scarlet, velvety feel of rose petals"
- Asian Pear: “…leaves your senses feeling sweet, yet strong”
An idealized image of different cultures or nations is exploited for these descriptions. Also, if you visit the Secret website, the consumer is able to explore these scents and discover their perfect scent by doing a quiz. They present this process of choosing your fated scent as a type of journey. This plays on the idea of the Western fascination with the Other, as we are intrigued by what is different. By wearing Asian Pear, I can be sweet and strong like a person from the East. If I use Spanish Rose, I will become passionate and spicy. The descriptive words don’t explain a fragrance, especially not a deodorant scent. Deodorant cannot be spiritual, but using Afrikan Violet allows a Western person to step into a foreign spirituality, without of course actually interacting or understanding the foreign culture in anyway. I’m quite fascinated by this deodorant ad campaign because it really emphasizes how much Western culture will manipulate the foreign Other to suit its personal needs. In this case, the exoticisms of other parts of the world are exploited to boost sales with a teen demographic. It’s also interesting to look at the English Bloom scent, which is described as warm and inviting. Basically, if I don't want to explore this exotic unknown in the world of deodorant, a familiar Western scent is available, waiting with warm, inviting arms.
The picture included is of the Arctic Apple scent, which isn't the best one for portraying the native image, but it does explain an obvious stereotype of an Icelandic or Scandinavian Beauty. I personally like the swan in the background, which has nothing to do with the Arctic, apples, or deodorant. The igloo is much more appropriate to hold up the stereotypes! I also enjoy the connection between Arctic and apple, but that's not really relevant to the documentation of the Other. I should note that this ad has a smaller segment on the next page that says "Introducing an exotic new collection of beautiful fragrances from around the world ... And now you can add a matching body mist for a globe-hopping journey as dazzling as you are. Where to next?" Apparently, you can become a cultured, world traveller by wearing this deodarant!
Please visit theworldisyours.com for more information on this exotic deodorant line.
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