What’s in a name?
Throughout this mini investigation I am going to study the
lexis and semantics of perfume names and how they affect the buyer.
The perfume ‘Daisy Dream’ could be taken to mean several
things. The literal meaning of daisy is a European flower and the literal
meaning of dream is thoughts and images occurring in someone’s mind when asleep, or it
could be an aspiration or goal. Both words have positive connotations, for
example dream implies fantasy and otherworldly. The word daisy connotes purity
as it is often a symbol used alongside Virgin Mary. It also connotes spring;
this suggests happiness as it’s typically known as the season in which
vegetation starts. When the two words are combined it creates a light and happy
atmosphere. Additionally, it is said that a daisy in a dream can represent a
beautiful woman; this could be why the company decided to name the perfume this
particular name and in this order. Furthermore, ‘daisy dream’ is an
alliteration, which makes it more appealing to the customer as it stands out
and is more likely to be remembered. Similarly, the perfume ‘diorella’ also has
connotations of fantasy and happiness. Dior Perfume Company has swapped
Cinderella with their company name; this promotes the company and makes the
customer more likely to buy it as a perfume called Cinderella sounds childlike,
whereas ‘diorella’ sounds mature. The perfume connotes fairy-tale, idolisation
and something magical. The perfume was most probably made for adults to
remember their childhood and feel like a princess all over again once they wear
the perfume. The name Ella means
beautiful fairy, reinforcing the enchanted and dream-like theme.
Additionally, particular perfumes are named to promote certain
things and make the customer feel a particular way. For example, Prada ‘Candy’
connotes children, colours, treats and sugar. The denotation for candy is a confectionery.
Viktor & Rolf ‘BonBon’ connotes the same thing as these are a type of sweet. The perfumes
could be like a luxury for the customer as sweets tend to be a special treat
for children or even adults when they think they have been earned. As well as
this, the name could bring back child-hood memories, making the customer want
to buy it more.
Other perfume companies like to take different approaches
rather than implying happiness and beauty, which is what Dior ‘Hypnotic Poison’
does. The denotation of hypnotic is someone under hypnosis or to do with medical
reasons; however, it connotes magic, witches and is mesmerising. The denotation
for poison is a substance that can cause death or illness to a living thing. The
connotation for this is death, evil and darkness. The words together create a
dark and mysterious theme. Both of these are powerful; poison has the power to
kill, and being put under hypnosis or taking hypnotic medicine means the mind
is being controlled. This could suggest that the person wearing it is powerful,
or they wear it to feel powerful.
In contrast to this, ‘Roses de Chloe’ and Vera Wang ‘Lovestruck’
connotes love and passion. Roses denote
a prickly bush that is typically red, white or pink flowers; however the word
rose connotes love, beauty, passion and devotion as they are typically given to
a partner and are presents on Valentine’s Day (a day promoting love and
attraction). Roses are also known for the distinctive and lovely smell. The name Chloe means 'fresh blooming' which
reinforces the flower theme. The fact
that ‘de’ is used emphasises the love and passion connotation as this is a
French word for from; this has been done through the use of loan words. France
is known as a country of love and devotion and the word from suggests
generosity. This perfume is almost like a present from ‘Chloe’, making the customer
more inclined to buy it as it’s telling them it’s a gift. Additionally, the
bottle itself has a bow on it, which could symbolise a present- relating to the
words. Likewise, Vera Wang ‘Lovestruck’ connotes similar things. Love denotes
a strong feeling of affection towards someone or something, the connotations of
this is trust, comfort, unconditional and happiness. Whereas struck denotes a
sudden attack. However, when the two words are combined-forming a
composite- it denotes intense feelings of romantic love towards someone; this
suggests infatuation and adoration.
Diesels ‘Loverdose’ has been produced through the use of
composite words. The word ‘lover’ on its own means a sexual or romantic
relationship outside a committed relationship. This connotes secrecy, lust and dalliance.
The denotation of ‘dose’ means a certain amount of medicine or drugs taken a
particular time. Together, the word could mean too much love at once or needing
an amount of affection. Similarly, ‘very irresistible’ connotes passion and
lust. Irresistible denotes ‘too attractive and tempting to resist’. Having the
adverb ‘very’ in front of it emphasises the fact that this person is extremely
attractive and hard to withstand. The perfume is supposed to make the customer
feel amazing and beautiful; telling them no one can resist them. Likewise, Dior
‘Addict’ also has similar connotations and effects on the customer. The denotations
of this are someone who is physically and mentally dependent or
enthusiastic about a particular thing. The connotations of addict are drugs,
hard to resist and cannot get enough of. Although we usually associate addict
with someone who is reliant on a substance (usually drugs or alcohol) it could
be interpreted as someone addicted to you, addicted to love and passion, which
is more likely in this context as it’s a perfume name. The perfume is probably
meant to make the customer feel like people are addicted to them as they are
wearing the fragrance.
In perfume names loans are often used; for example, Armani ‘Si’,
Valentino ‘Ou Assolute’ and Lancôme ‘La Vie Est Belle’. This makes it more difficult to understand, therefore
giving a mysterious atmosphere about it. As well as this, perfume names which
have different languages in often seem more elegant and high-class as we do not
know what it means; this could influence the customer to purchase the product.
In conclusion, companies use different lexis to promote their
product as it usually encourages the customer to buy it. The names could also
be a representation of the scent; for instance, a perfume bottle could be named
daisy because the actual perfume smells like daisies.
