Some perfumista (i.e. perfume lovers) immediately associate the slogan with Sensi, a gentle, oriental-floral Giorgio Armani fragrance created by Alberto Morillas & Harry Fremont in 2002. The spectrum of responses on Fragrantica shows the ambivalence a scent can evoke. In fact, the brand used this rhetoric of philosophical sensualism as its claim (e.g. in the upper left corner of this image). Once again there are deeper meanings in advertizing: I sense therefore I am.
Descartes once divided all that exists into two categories, the material, that is the body, including the five sense and the objects they sense and the immaterial which was specifies as the mind (McEvilley 1985). The title resonates with this dualism in Western thought. Yet, above all, this creed of sensualism is another way of saying that the human condition is based on the sensory immersion in the world. And it is along these lines that the slogan serves as the guiding leitmotif for David Le Breton‘s anthropology of the senses that has just been published in an English translation as part of the Sensory Studies Series edited by David Howes:
Sensing the World & Making Sense of the World
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