What is being sold here? A woman’s body or the small scrap of denim she is wearing, but is not doing its job of keeping her covered? This advertisement from Calvin Klein is soaked in sex appeal, which has shown to be one of marketing’s greatest tools for selling almost anything. This particular ad displays a young girl, wearing a small white tank top, a small denim skirt, and white panties which are proudly shown as the girl opens her legs in a very unladylike manner. The tiny glimpse of her underwear add to the sex appeal, as does the skin showing from her midsection, a perfectly flat stomach, an attribute society has decided is so important to be considered sexy. The model’s hand in her mouth can also be construed as sex appeal. The use of this sex appeal has proved to be effective; Calvin Klein has a reputation of being sexy and sleek, and this ad conveys those two attributes. There is a feeling created by this ad that if you buy this skirt from Calvin Klein, you too will be as sexy as this girl on the floor, bearing it all. This ad almost creates the “false need” over exaggeration of pathos. A person exposed to this photograph and ad could feel that they have to have this brand of jeans to be sexy and popular. If they do not, then they suffer the fate of being ordinary. This tactic works well for Calvin Klein.
1 comment:
Hey
Compared to other ads on other people's blogs this is probably one of my least favorites. It does indeed show a ton of sex appeal but the whole little underwear showing underneath the skirt and how she is positioned just looks werid to me and not as hot as some of the other ads. The goal to sell the skirt sure is hard to tell you are right. By looking at this ad are they selling the shirt? skit? panties? I don't know whereas there are some ads where there are two people of the opposite sex one naked and one with only jeans on..i think we know what piece of clothing is being advertised then...the only one available for us to view. I used calvin klein as my link to it was a good way to know more about the company. What you said about her flat stomach and society..I agree as well. Good job!
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