All advertisements of Calvin Klein display some sort of sexual image, which starts to be questionable whether Calvin Klein is trying to sell jeans or sex? Why this question? Because there are some Calvin Klein advertisements that do not have anything to do with the jeans but yet are still advertise. Of Course, Calvin Klein is using the number one method of selling its product through SEX.
For example this ad displays gendered as importance, in the way that the man is on top and the woman is helplessly lying under the man. This ad is telling us that sex is good especially with the dominance of a white man and that white men are the desire of all women. The wardrobe that is wear by the two individuals is colored black. The background is all black. The platform they are laying and kneeling on is also black. But the individuals body is lighten making their body parts stick out more against all the black. The lighting is only among the body parts to demonstrate the nastiness of the ad, where as Sex is suppose to be rought and tough, not soft and sweet. The position of the male is in between the legs of the woman on the floor which is demonstrating that he is dominating the woman and showing his power by being on the top. The woman has one hand grabbing her hair and the other resting but almost grasping her breast to show that she is almost at the breaking point /barely being able to handle the pleasure she is receiving. The lighting is set up on the woman’s thighs and neck (very sexualized parts), so that the audience eyes are drawn directly too. The action of these two individuals is determined to get it on.
This ad appeals to the need for sex, displaying this image as an example of the result of buying/ wearing their jeans. The ad also appeals to the need to achieve by wearing these jeans you will attract a mate as shown in the ad that will accomplish your desired, satisfaction and fulfilled your sexual need. The ad demonstrates the need to dominate in which supposedly we as women should like it when the man is in control of and powered especially in sex. Buying some Calvin Klein jeans equals to having some really good sex. And maybe if you buy the jeans, you will find someone to have sex with especially with a man as shown above.
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