In this ad by Calvin Klein, sex is utilized in attempt to sell a product. Specifically, Calvin Klein has intentionally chosen a beautiful model wearing an outfit that makes strong sexual statements. This model is wearing a transparent shirt with it unbuttoned far enough down to inform the audience that she is not wearing a bra. I am not sure whether the ad is effective or not; I think that would depend a lot on the individual. Personally, I am not impressed on a major brand selling product, moreover- eyewear, with a lady not wearing a bra. At the same time, I believe that this type of branding can be very persuasive for a certain percentage of the audience who sees it. The model exudes confidence and sex appeal that many women aspire to. I think there can be something interesting said about the fact that this ad seems aimed at a woman consumer because it is advertising women's eyewear and Calvin Klein decided to use an ad invoking sexual stigma. I think this does use an exaggerated use of pathos because it does connect on a certain level with the emotional esteem of women. Overall, I don't really feel like the ad and the use of the sex appeal is appropriate, especially for something like selling eyewear. Calvin Klein should use more emphasis on the actual product and how stylish it is to sell, instead trying to sell a faux image of the glasses can apparently do.
2 comments:
Without looking at the words in this ad. I thought that Calvin Klein is trying to sell some kind of sleepwear or party dress. This ad definitely presented the viewer with strong sex appeal that has nothing to relate to the product. But looking at every picture in the archive pretty much everything stays the same. There are only few ads thats not showing a lot of skin. It's just main stream Americans are so used to exposure of body parts that the ads itself needs to show more and more. I like your post keep up the good work.
I noticed that not only did the ad focus on the model's body, but the whole thing was dark. Most people don't need to wear sunglasses in the dark lighting of inside. Also her dark skin and hair almost conceal that she has sunglasses on. The brighter revealing jacket she had on is the focal point. I agree that this ad was not very effective in selling the product, but at least the glasses were actually in the photo.
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