AX Touch Perfume Commercialization of the Sensuality of the Female Body

Abstract

Most of the advertisements circulating in the mass media, both electronic and print, show a constructive tendency to direct female sensuality as a way of subordinating women to male power. Likewise, for producers and advertisers, as Baria puts it, the female body never subsides to offer lucrative opportunities. From head to nails, advertisers are highly sensitive to imaging engineering as they utilize interpretations based on the female body to define stereotypical identities. This article explores how the semiotic analysis of advertising looks at the form of commodification of the female body in the Touch version of the AX perfume advertisement that creates sensual images of the female body to capture public interest. This research was conducted by analyzing every part of the Touch perfume ad for Ax's version that aired on her YouTube channel to see all the symbols and markers it contained. Data collection was performed using observational techniques and literature studies. Advertisers make various commodifications of the female body in the Touch version of AX ads through attributes attached to it. This sensuality stems from the attributes attached to a woman's body image, through the clothes she wears, the body expressed, and her language. The camerawork, on the other hand, plays an important role in providing reinforcement in building the concept of sensuality in advertising. On the other hand, the ideology that emerges based on the representation of women in AX's Touch ads is a patriarchal ideology. This ideology itself speaks of the domination of male power over women. This is reflected in the way the female body, through its enforced commodification, becomes the arena of media-performed power struggles.