Sex Offence: The Cultural Politics of Perfume

Amy-Chinn, Dee

doi:10.1080/095740400110060210

Cited by 3 publications

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“…Take the case of the ad for the perfume Opium -one of the few ads in the past decade that may be considered to have caused both serious and widespread offence based on ferocity of the media coverage it generated and the number of complaints made. The poster appeared on sites across the UK early in December 2000, timed to attract the Christmas market (Amy-Chinn, 2001). Controversy over the poster was well under way by 12 December, when the left-of-centre broadsheet The Guardian debated how responses to the ad exposed conflicting views on the depiction of female sexual pleasure.…”

Section: Who Claims Offence and On Whose Behalf?mentioning

confidence: 99%

Regulating against offence: lessons from the field of UK advertising

Amy-Chinn

2007

Media, Culture & Society

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Marketing communications should contain nothing that is likely to cause serious or widespread offence. Particular care should be taken to avoid causing offence on the grounds of race, religion, sex, sexual orientation or disability. Compliance with the Code will be judged on the context, medium, audience, product and prevailing standards of decency. (British Code of Advertising, Sales Promotion and Direct Marketing, Clause 5.1, Applied by the Advertising Standards Association in the adjudication of complaints against specific advertisement)We live in an age when issues surrounding the circulation of images that some may consider offensive have a high profile. Indeed, the issues of offence and the possible harm being caused by images and words seem to be at an all-time high. Yet these issues have always been high on the public agenda with regard to advertising. So, as we negotiate demands for more media regulation, there is value in reviewing the existing evidence to see how effective this might be. Ads that are alleged to cause serious or widespread offence invariably attract more public complaint and media attention than ads that contravene the requirement that, as well as being decent, they should be legal, honest and truthful. Perhaps this is not surprising; advertising is ubiquitous and saturates our everyday lives -engaging us in encounters over which we have no choice and only limited control (ASA, 2002a: 11). It is the most quotidian form of media. And while it is still far from certain how advertising works as a social discourse, mediating our identities in a world that increasingly judges our worth on the basis of the choices we make as consumers, it seems indisputable that it is influential.This article argues that the endeavours of the Advertising Standards Authority (ASA) -the body responsible for the self-regulation of advertising in the United Kingdom -to regulate against serious or widespread offence are ineffectual and should be abandoned. My focus will be the flaws in the self-regulation of non-broadcast advertising that make adjudicating on the basis of offence meaningless and, on occasion, counter-productive. By addressing key factors (the framework for self-regulation, the nonrepresentative nature of complainants, the inadequacy of after-the-fact adjudication,

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Section: Who Claims Offence and On Whose Behalf?mentioning

confidence: 99%

Regulating against offence: lessons from the field of UK advertising

Amy-Chinn

2007

Media, Culture & Society

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“…The starting point was to find the right appeal for the consumer and then turn that into a series of ads that would attract media attention, so that minimum ad spend would generate maximum publicity -a tactic later used to great effect in the Christmas 2000 poster campaign for Opium perfume featuring a naked Sophie Dahl (see Amy-Chinn, 2001). Research with consumers showed that Wonderbra wearers were notable for their selfconfidence; they considered themselves unashamed and unafraid of their sexuality and wanted to project an image of being powerful and in control of their lives.…”

Section: Wonderbra and The Gazementioning

confidence: 99%

This is just for me(n)

Amy-Chinn

2006

Journal of Consumer Culture

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This article argues that the official process by which advertising is regulated in the UK, when applied to the advertising of women's underwear, restricts and undermines, rather than encourages, attempts to renegotiate the discourse that surrounds the representation of women in advertising, particularly when it seeks to construct a discourse that questions the centrality of men to female sexual pleasure. This process judges ads on the basis of whether they are likely to cause ‘serious or widespread offence’. The regulators' interpretation of this ensures that lingerie advertising that represents women as objects for the male gaze remains acceptable, as do ads in which women are deliberately offering up a sexualized self-presentation, while images that seek to negotiate a discourse outside a heterosexuality governed by the coital imperative are considered problematic. This encourages the perpetuation of a conservative framework in which women can be viewed as objects rather than subjects.

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Analysis of transferred fragrance and its forensic implications

Gherghel¹,

Morgan²,

Blackman³

et al. 2016

Science & Justice

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Perfumes are widely used by many people in developed countries, and a large number of both men and women wear perfumes on a daily basis. Analysis of perfume trace materials from clothing is not commonly employed within forensic casework, yet as a form of trace evidence it has the potential to provide valuable intelligence. In order to appreciate the value of trace evidence there is a fundamental need for an evidence base that can both offer insight into how a trace material behaves under different scenarios and activities, and from which inferences can be made. With this purpose a gas chromatography-mass spectrometry method for trace analysis of perfumes was developed. This paper presents two different series of experiments that investigate the dynamics of perfume transfer as a factor of perfume ageing time, and as a factor of perfume contact time. Empirical data showed that both perfume ageing time, and perfume contact time play a key role in the number of perfume components transferred. These studies have implication for forensic protocols, specifically for perfume trace evidence collection, analysis, interpretation, and presentation, and there is potentially great value in analysing perfumes from clothing exhibits in forensic enquiries that involve close contact between individuals, such as sexual assaults.

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Sex Offence: The Cultural Politics of Perfume

Cited by 3 publications

References 0 publications

Regulating against offence: lessons from the field of UK advertising

Regulating against offence: lessons from the field of UK advertising

This is just for me(n)

Analysis of transferred fragrance and its forensic implications

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