Coffee, ice cream, biscuits and deodorants may one day be advertised through smell. A cannon shoots perfume capable of directing the blow towards the right "target" was created in Japan.
|Check out the shopping list and you are caught by a sudden desire for vanilla ice cream so as to smell its scent in the air … It could be "smelling" advertising|
You walk down the street and at a certain point you see a large steaming cup of coffee on a billboard and the image is so real that you almost seem to smell the aroma … It's just suggestion. But one day it could be a real smell. The Japanese Yasuyuki Yanagi of the Advanced Telecommunications Research Institute of Kyoto, in fact, created a "cannon" capable of firing essences, aromas and fragrances. The device developed to be used in the field of virtual reality, risks having much more profitable uses in the field of advertising.
Subliminal smells. Tim Jacob, a psychology expert at the University of Cardiff in Great Britain, states that the fragrance of freshly baked bread is proven to be a good way to keep customers in a store longer. If then the scents are many and diversified, the game is done: you can, in a completely subliminal way, advertise different products according to the target and encourage consumers to buy.
Shoot on the consumer. The contraption is able, thanks to the images that come from a camera, to direct the jet of perfume and "shoot it" directly into the victim's nose from a distance of two meters, without the person next to it (at 50 centimeters) be able to hear it. However being able to synthesize different fragrances between them is a very difficult undertaking, its creators warn, also because unlike colors there are no "primary" smells on which to create all the others.
(News updated April 3, 2004)