The article examines recent TV perfume ads directed by three famous filmmakers, focusing on the ways in which women's images are represented and on the very similar stylistic devices. It addresses the evocation of scenic cinematic illusion and the glamorous images of "stars" cultivated by the star system as early as the mid-20th century. The text also identifies the persuasive strategies common to the three audiovisual products, which employ a rhetoric centered upon objects of desire and status, with the allure of luxury, pleasures and enhanced sensations offered as points of identification for contemporary women.
cinema; television; publicity