Quimica Organica

READING REPORT

Student’s Name : Carlos Hiroshi Girano Maticorena
Teacher’s Name : Katia
Course : Advance 6 Time : 7:00 am – 8:40 am

How Advertisers Convinced Americans They Smelled BadSummary (150 to 300 words)
This article explains how deodorants and antiperspirants appear in history. It was 1888 when the first deodorant appear (Mum) and 1903 when antiperspirants appear too(Everdry). Talking about these situations was not common at that days, people only use to wash regularly in order to minimize the stink, they also were used to use perfume.

The chemical components of thefirst deodorants (called Odorono) were so strong and cause damage to human skin like irritation on armpits that prevented shaving them. At that time the company Odorono decided to hire a new agency inorder to start and promote new kind of advertisements. In this agency was working the copy writer James Young, the person who will change the way how people see the importance of buying and usingdeodorants.

First he tried to combat old myths about deodorants because people thought that they were unhealthy. After combating these myths he promotes a new kind of advertisements focused on womaninsecurity. The advertising appeared in a 1919 Ladies Home Journal. The message that carried the advertising and most women understand was that they have to smell nice if they want to get married orkeep a man. Many of women complain about this, even women of Young’s social circle were against him.

Despite all the complaining about the advertisement, Odonor sales start growing and othercompanies of deodorants and antiperspirants started to create new advertisements that influence on women insecurity. Years after, deodorants were promoted not only for women, men started to be a target forcompanies too. The “masculine odor” was no longer part of being men; they have to take care of stink.






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