Influence of Print Advertising on the Perception of Shalimar Perfume (1925-2010)

Abstract

In this working paper the attempt of the analysis of print advertising influence on the perception of Shalimar brand (belongs to the French perfumery-cosmetic giant Guerlain) is undertaken. Whether Shalimar brand identity was supported by advertising communications throughout 85 years or on the contrary - destroyed a legend of the French perfumery? Answers to these questions are supported by results of original research of consumer perception of brand advertising by a method of semantic differential.