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2023
- ISIDORE Id: 10670/1.fe4ce1...
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literature writers merchandise branding Perfume literature writers derived objects branding PerfumeSujets proches
World literature Western literature (Western countries) Belles-lettresCiter ce document
Marion Brun, « Writers’ perfumes: Olfactory mediation of literature or marketing ploy? », Communication & langages, ID : 10670/1.fe4ce1...
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This article focuses on products derived from literature, more precisely candles and perfumes inspired by writers and their works, and analyzes the commercial communication of three brands, Zoé Ferdinand, Lothantique and Jardins d’écrivains. These brands, which seek to give concrete expression to the concept of correspondence, have three main incentives for designing literary products: first, to showcase the brand under the prestigious name of a publisher; second, to inscribe the product in an imaginary world that promotes olfactory memorization; and third, to play on the notion of storytelling, drawing inspiration from the amorous passions told in literature. However, these brands raise questions about the idea of an olfactory adaptation and mediation of literature, and of a transmediality that can also take place in a museum context.
