Smell, See, Touch, Taste, Hear! (Perception; 5 senses)

Our five senses play a key role in customer perception, therefore, advertisers are now aware that they need to utilize more than just sight in order create a deeper connection with their product, i.e. They need to appeal to our 5 senses. Appealing to our five senses can also include making use of a discipline known as ‘semiotics’. The Swiss linguist Ferdinand de Saussure defined semiotics as the study of ‘the life signs within society’. He noted that people communicate and understand one and other by many different methods other than through the use of language. This may involve the use of various signals, signs and symbols communicated through the use of noises, pictures, images, shapes and colours as well as through facial and body language. These methods are all used by advertisers to appeal to our five senses both as a complement to and a substitute for language.

So the Marlboro cowboy becomes a symbol for an adventurous, vicarious, ‘real-man’ lifestyle; a white ‘tick’ comes to represent Nike; mountain streams represent freshness; a white coat a scientific background and spectacles represent intelligence. (Even Sallie thinks I look intelligent and ‘studious’ with my glasses on!!)

The Andrex puppy has also become a sign for caring and motherhood. Below is a video with out-takes from Andrex advertisements which is a good representation of how an advert, with no speaking in it, can still appeal to our senses and influence us to purchase a product.