Advertising: Selling the Smell

Manufacturers have long known that odor can be a powerful inducement to buy a product. Yet advertising men, finding smell too elusive a sensation to depict in words or pictures, tend to concentrate on the more easily communicated qualities of the goods that they tout. Now a process called "micro-encapsulation" is opening a promising new dimension for advertising by enabling readers to sniff a product's aroma on the printed page.

In recent months, scented advertisements for such products as Fleischmann's Gin, Gillette's Foamy Surf-Spray Shaving Cream, and Carven Parfums' Ma Griffe have...

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