Calvin Klein
Pop culture is what we see, hear, speak, and are otherwise exposed to on a daily basis. The infomercials we see late on television, the billboards we see on the side of the road, the junk mail we receive, the links on the web pages we visit, and the radio commercials we hear all tie together to form this idea of pop culture. These, plus many other aspects, form our minds and teach us how to be culturally smart. Advertising is present in almost all forms of communication; the Internet, the telephone, the print media, the postal system, television, radio. The need for attention is one of the fifteen basic appeals that Calvin Klein has used to gain the attention of its male consumers. According to Jib Flowers, “the desire to exhibit ourselves in such a way as to make others look at us is a primitive, insuppressible instinct. The clothing and cosmetic industries exist just to serve this need, and this is way they pitch their waves.” Flowers also state that the advertisements such as Jockey underclothes and Calvin Klein jockey are aimed at males, “but the greater bulk of such appeals is targeted singlemindedly at women”. Advertisements such as Calvin Klein make the consumers be an object of fascination.
Advertisements also focus on brand recognition of its product and the unspoken words of the advertisement give the product that recognition in the market. Brand recognition is the extent to which a brand is recognized for stated brand attributes or communications. The appeal of colors and sexy bodies make one feel and be like it, when in reality all that is not true. The appeal of the pop culture today is very much embedded into our society then our original culture. Every advertisement employs an appeal that tries to find a way into our mind as it is discussed in Jib Flowers fifteen basic appeals.
In this advertisement, Calvin Klein uses young models to get the attention of the younger generation who are more into the fashion world. The advertisement uses both male and female models to get the attention of opposite sex audience. The colors used are black and grey appear on the underwear and bra with tan body with white background. The use of grey color with “Calvin Kevin” stands out. Five young white male and female models are wearing bra and underwear holding onto to each other tightly where their faces appear relaxed but shiny with good makeup. They are looking straight at the camera, where their main focus is to target the audience. The models are place in the juxtaposition, which is side by side and opposite each other. The environment itself is a photo shoot studio with white background in which the models are set as such that they fit like a glove and they are lying down side by side with heads down and feet up and vice versa. The logo on the advertisement shows Calvin Klein, which is place on the waist part of the men’s underwear and repeated on two more male models. The words are spaced out by having a female model in between each logo where the face is down toward the hip and the black bra creates a space in between, which shows the logo clearly and less busy.
Furthermore, the use of colors may indicate that it is geared to a certain population, which in this case is White young adulthood. The use of the black underwear, and bra with the logo of Calvin Klein in grey makes the logo standout based on the body color. Using the female and male models together is to attract the consumers attention where dark black hair allows the focus on the body and the curviness of the female body and how these products advertisement fit like a glove. The mood represented is comforting and relaxed which illustrates that wearing Calvin Klein underwear relaxes your body and it is very comforting wearing them. The position of model allows for the Calvin Klein logo to get the attention it needs. The promise this advertisement is trying to put across to consumers in real life is not true for everyone because everyone who buys Calvin Klein does have a six-pack or will have a woman with a thin, and curvy body. The advertisement seeks to persuade the consumers to buy a certain product, which is very useful indeed. In this Calvin Kelvin advertisement, it can be stated that the attention went to the way the advertisement was presented rather then the product or it’s name “Calvin Klein.” The use of the male models with the incorporation of the female modes makes the advertisement more appealing to the audience.
The Calvin Klein advertisement is focused of great male and female body, which in real life these models maybe even having an eating disorder just to get this body image. The image created by Calvin Klein allows for young adulthood minds to focus on their body and the product that supports that body image. The focus on the body image shows shiny, beautiful thin bodies to the bones where one can see the ribs allows the future generation to be like them in order to be able to fit into the society. This is the kind of image that Calvin Klein advertisement represents. The Vanity Fair statement states that “the recognition had to have been hard for a man who is so obsessed with perfection—in the clothes he designed, in bodies, in colors, in photographs, in houses, in the suits he now wears (made by Caraceni, once Gianni Agnelli’s tailor)—that he has spent much of his life in pursuit of it; the rigor of that pursuit is one of the things that define him as a designer.” This statement indicates his obsession and his vision of things he wanted to create for himself and how he used on these models to be a perfectionist when it comes to a perfect society. This imagines can also show a struggling population with weight issues cannot wear this brand.
Analyzing further, this advertisement also uses Jib Flowers need for sex appeal. The use of healthy, fit men may indeed attract their attention and create desire, but their willingness to engage in intercourse is rarely aroused strictly because of a man's body. The male models physical appearance plays a role in the advertisement, suggesting health and strength. The female models and male model holding them indicates domination in some way, which indicates that one can wear the Calvin Klein underwear and still be dominant in their own special way. The appeal of this advertisement use soft pornography by using female models and holding them in a certain way by being putting them in a passive and submissive role. The male models could represent being a homosexual or metrosexual at the same time, by appealing to both worlds of men, which is straight and gay population. The role of female model in this advertisement is there for sex appeal, which can grab the attention of the male consumers. When it comes to need for aesthetic sensations the photography is near perfect, the type style is well chosen, the layout could scarcely improved upon. Because the advertisers know there is little chance of good communication occurring if an advertisement is not visually pleasing.
The unique advertising campaigns and tons of celebrity backing, Calvin Klein underwear changed the public’s opinion of undergarments in pop culture and style. To keep their fashions at the cutting edge of men’s underwear, Calvin Klein underwear continually introduces new fabrics and new lines, geared toward the full spectrum of use, from everyday to athletic to special occasion. It would seem that while Calvin Klein certainly employs the notion of "sex sells" in its underwear advertisements; it is somewhat paradoxical to think that such ads will appeal to their target consumer. Pop culture shapes our lifestyle beyond our cultural boarders. Pop culture is embedded and delivered via means television, magazines, music, fashion and comic books. The need to wear a brand represents, the imagine of oneself and the society that one lives in and we must still try to realize that advertising is an aspect of our society and our lives, and it isn't going to go away. Pop culture is also embedded in our everyday life and will continue to grow as the advertising industry grows. As Jim Flowers says “In effect, advertisers over the years have blindly felt their way around the underside of the American psyche, and by trial and error, have discovered the soft point of entrée, the place where their messages have the greatest likelihood of getting by consumers’ defenses”.
Reflection
By writing this essay, I learned the importance of the advertising world and its effects on culture. Advertisements are part of pop culture that is present in almost all forms of communication; the Internet, the telephone, the print media, the postal system, television, radio. Every advertisement employs an appeal that tries to find a way into our mind and this appeal of the pop culture today is very much embedded into our society then our original culture.
I also learned that how advertisements uses the human body to get the attention of the audience and the use of color that is incorporated in the advertisements. Advertisements deliver that unspoken words to convince the public of the product that creates a pop culture. The appeal of colors and sexy bodies make one feel and be like it, when in reality all that is not true. After doing this essay, I will also be more focused in analyzing the advertisements that I will see on the TV or in public and the pop culture associated with it.
Advertisements also focus on brand recognition of its product and the unspoken words of the advertisement give the product that recognition in the market. Brand recognition is the extent to which a brand is recognized for stated brand attributes or communications. The appeal of colors and sexy bodies make one feel and be like it, when in reality all that is not true. The appeal of the pop culture today is very much embedded into our society then our original culture. Every advertisement employs an appeal that tries to find a way into our mind as it is discussed in Jib Flowers fifteen basic appeals.
In this advertisement, Calvin Klein uses young models to get the attention of the younger generation who are more into the fashion world. The advertisement uses both male and female models to get the attention of opposite sex audience. The colors used are black and grey appear on the underwear and bra with tan body with white background. The use of grey color with “Calvin Kevin” stands out. Five young white male and female models are wearing bra and underwear holding onto to each other tightly where their faces appear relaxed but shiny with good makeup. They are looking straight at the camera, where their main focus is to target the audience. The models are place in the juxtaposition, which is side by side and opposite each other. The environment itself is a photo shoot studio with white background in which the models are set as such that they fit like a glove and they are lying down side by side with heads down and feet up and vice versa. The logo on the advertisement shows Calvin Klein, which is place on the waist part of the men’s underwear and repeated on two more male models. The words are spaced out by having a female model in between each logo where the face is down toward the hip and the black bra creates a space in between, which shows the logo clearly and less busy.
Furthermore, the use of colors may indicate that it is geared to a certain population, which in this case is White young adulthood. The use of the black underwear, and bra with the logo of Calvin Klein in grey makes the logo standout based on the body color. Using the female and male models together is to attract the consumers attention where dark black hair allows the focus on the body and the curviness of the female body and how these products advertisement fit like a glove. The mood represented is comforting and relaxed which illustrates that wearing Calvin Klein underwear relaxes your body and it is very comforting wearing them. The position of model allows for the Calvin Klein logo to get the attention it needs. The promise this advertisement is trying to put across to consumers in real life is not true for everyone because everyone who buys Calvin Klein does have a six-pack or will have a woman with a thin, and curvy body. The advertisement seeks to persuade the consumers to buy a certain product, which is very useful indeed. In this Calvin Kelvin advertisement, it can be stated that the attention went to the way the advertisement was presented rather then the product or it’s name “Calvin Klein.” The use of the male models with the incorporation of the female modes makes the advertisement more appealing to the audience.
The Calvin Klein advertisement is focused of great male and female body, which in real life these models maybe even having an eating disorder just to get this body image. The image created by Calvin Klein allows for young adulthood minds to focus on their body and the product that supports that body image. The focus on the body image shows shiny, beautiful thin bodies to the bones where one can see the ribs allows the future generation to be like them in order to be able to fit into the society. This is the kind of image that Calvin Klein advertisement represents. The Vanity Fair statement states that “the recognition had to have been hard for a man who is so obsessed with perfection—in the clothes he designed, in bodies, in colors, in photographs, in houses, in the suits he now wears (made by Caraceni, once Gianni Agnelli’s tailor)—that he has spent much of his life in pursuit of it; the rigor of that pursuit is one of the things that define him as a designer.” This statement indicates his obsession and his vision of things he wanted to create for himself and how he used on these models to be a perfectionist when it comes to a perfect society. This imagines can also show a struggling population with weight issues cannot wear this brand.
Analyzing further, this advertisement also uses Jib Flowers need for sex appeal. The use of healthy, fit men may indeed attract their attention and create desire, but their willingness to engage in intercourse is rarely aroused strictly because of a man's body. The male models physical appearance plays a role in the advertisement, suggesting health and strength. The female models and male model holding them indicates domination in some way, which indicates that one can wear the Calvin Klein underwear and still be dominant in their own special way. The appeal of this advertisement use soft pornography by using female models and holding them in a certain way by being putting them in a passive and submissive role. The male models could represent being a homosexual or metrosexual at the same time, by appealing to both worlds of men, which is straight and gay population. The role of female model in this advertisement is there for sex appeal, which can grab the attention of the male consumers. When it comes to need for aesthetic sensations the photography is near perfect, the type style is well chosen, the layout could scarcely improved upon. Because the advertisers know there is little chance of good communication occurring if an advertisement is not visually pleasing.
The unique advertising campaigns and tons of celebrity backing, Calvin Klein underwear changed the public’s opinion of undergarments in pop culture and style. To keep their fashions at the cutting edge of men’s underwear, Calvin Klein underwear continually introduces new fabrics and new lines, geared toward the full spectrum of use, from everyday to athletic to special occasion. It would seem that while Calvin Klein certainly employs the notion of "sex sells" in its underwear advertisements; it is somewhat paradoxical to think that such ads will appeal to their target consumer. Pop culture shapes our lifestyle beyond our cultural boarders. Pop culture is embedded and delivered via means television, magazines, music, fashion and comic books. The need to wear a brand represents, the imagine of oneself and the society that one lives in and we must still try to realize that advertising is an aspect of our society and our lives, and it isn't going to go away. Pop culture is also embedded in our everyday life and will continue to grow as the advertising industry grows. As Jim Flowers says “In effect, advertisers over the years have blindly felt their way around the underside of the American psyche, and by trial and error, have discovered the soft point of entrée, the place where their messages have the greatest likelihood of getting by consumers’ defenses”.
Reflection
By writing this essay, I learned the importance of the advertising world and its effects on culture. Advertisements are part of pop culture that is present in almost all forms of communication; the Internet, the telephone, the print media, the postal system, television, radio. Every advertisement employs an appeal that tries to find a way into our mind and this appeal of the pop culture today is very much embedded into our society then our original culture.
I also learned that how advertisements uses the human body to get the attention of the audience and the use of color that is incorporated in the advertisements. Advertisements deliver that unspoken words to convince the public of the product that creates a pop culture. The appeal of colors and sexy bodies make one feel and be like it, when in reality all that is not true. After doing this essay, I will also be more focused in analyzing the advertisements that I will see on the TV or in public and the pop culture associated with it.
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