YVES SAINT LAURENT’S OPIUM THROUGHOUT THE YEARS

WRITTEN BY: DESISLAVA TODOROVA

INTRODUCTION Presenting YSL 70s 80s 90s 00s Approaches Cultural Contradictions Colour Psychology and Impacts

PRESENTING YSL Tradition Luxury Femininity Authority Royalty

OPIUM ADVERT, 1977, FEATURING JERRY HALL

THE COMMUNICATION PROCESS MODEL

Mature womanSophistica

tion

Wealth Feeling feminin and

luxoriousPoster advertsYSL

Delivering a sense of wealthand class

Too much focus On a specific type of woman

Too direct

5

29th October 2012-PPD1 Presentation

PURPLE PURPLE suggests: spirituality, royalty,

luxury, wealth, sophistication, authority; In business it is upscale and works with

artistic types; It is also feminine and romantic; However, because it is rare in nature,

purple can appear artificial.

OPIUM ADVERT 80S

Early 80s Late 80s

CHARACTERISTICS More sophisticated Orchids, symbolize orient Shape of bottle Men alcohol Sahara, exploring, water, life, energy,

adventure, urban jungle

OPIUM PERFUME TV ADVERT, 1986

http://www.youtube.com/watch?v=ymCIqeztuO4&feature=endscreen&NR=1

90S

Early 90s Late 90s

CHARACTERISTICS Logo is simple compared to the other

one; Trying to target younger audience

aswell; Advert on the right side: very simple,

little to do with the Orient; Image of the classy women changed,

became more modern; 90s the time of the super models !!

OPIUM PERFUME TV ADVERT, 1992

http://www.youtube.com/watch?v=ZiyjxKYv_ig

RED

Excitement, strength, sex, passion, vitality;

Associated with debt; Most emotionally intense colour.

00S

Year 2000; 730 complaints

Year 2010;13 complaints

Banned

BELLE D'OPIUM PERFUME COMMERCIAL

http://www.youtube.com/watch?v=hJlRkhYP2kA

ADVERTISING APPEAL: SEX Very common; Catches attention; Little brand recognition; We live in a society immersed in sex; 5 different types: subliminimal

technique, sensuality, sexual suggestiveness,nudity, overt sexuality.

WHITE Suggests refined, purity, devotion,

contemporary and truthfulness; The best color on the web for a

background color; Doctors and nurses wear white to imply

sterility.

THE COMMUNICATION PROCESS MODEL

Sensual womenWho enjoy their sexualiy

Femininity, Focuse moved

To women themselfes

Feeling femininPoster

advertsYSL

Enjoying sensual liberty

Too much focus on women being used a product

Too much focus on the ad itself

1829th October 2012-PPD1 Presentation

WHAT CHANGED? Focus from wealth to women; Oriental approach; Became more minimalistic in a modern

way. Became fashionable, not that classy anymore;

Feels more reachable and universal; Women became more independent!

WHAT DID NOT CHANGE? The feeling of luxury and sex appeal; The idea itself is the same, what

changed is the approach and society and their issues;

Sex was a taboo back then, today drugs are a big taboo;

Femme Fatale; The willingness to be independent and

powerful.

CONCLUSION Sex sells! Troughtout the decades sex became a

bigger and bigger part of the society; Adverts with sexual appeals gained

acceptance.

REFERENCE LIST Pictures taken from

http://mimiberlinblog.blogspot.co.uk/2011/01/ysl-decades-of-opium.html

http://www.ppr.com/sites/default/files/publications/PPR_DOCUMENT_2007_RA_EN.pdf

http://www.streetdirectory.com/travel_guide/110550/psychology/the_psychology_of_colors_in_advertising_and_marketing.html

Chapter 6, Clow and Baack (2012), Intergrated Advertising, Promotion and Marketing Communications (Fifth edition), Pearson Education, Harlow