Scent : The Power of Meaning and Imagination

Abstract

        This article is based on the question: “How scent creates power of meaning and imagination”. Then the search for answers began. This article is divided into 3 parts. The first part is about smell and sensory feelings. The human brain, which is responsible for receiving and analyzing smells, can smell and distinguish delicate and complex smells, can perceive and distinguish different smells, can remember or recall different smells and memories related to those smells. Part 2: Smell and meaning. Smell has meaning when created. Smell is linked to the nervous system and brain, creating perception as an imaginative image. It may be an event, experience or memory, or the imagination occurs along with feelings and thoughts. The creation of scent is therefore considered to be aimed at communicating meaning or feelings to the recipient. And part 3, Scent and sensory marketing, is branding or brand marketing through the five senses: sight, hearing, touch, smell, and taste. When consumers experience it, they will immediately think of or associate it with what they have experienced. Fragrance is applied in business and services, mostly providing a sense of relaxation, friendliness, or a sense of impression in using the service. It may cause recognition or connection to events or stories along with product information or service, which will result in users or consumers recognizing the brand. This article suggests that scent has semantic and imaginative power, and the world of scent deserves scholarly attention and analysis to better understand its value.