Tuesday, May 12, 2009

Sex Symbols and Analyzing Signs Reading

While searching for an ad to critique I cam across a Calvin Klein perfume and cologne ad. Everyone is familar with the fact that Calvin Klein ads and usually commercials are very sexual in nature. But after reading Sex Symbols and Arthur Berger's checklist for viewing ads I saw a whole lot more.
The ad is definelty sexual in nature, also something unique to CK ads is that it is in Black and White, which I think ads some sexual ambience to the scene. The man in on the woman and they are staring each other deep into their eyes. You cannot really see that background however there is tall grass which leads me to believe they are in a field or in sand dunes, suggesting that they stopped where ever they were and HAD to embrace, by the looks on thier faces they see nothing else around them, this creates a very erotic scene.
They are the whole page, you cannot see anything else but thier bodies touching and them embracing. Again the black and white suggests simplicity, just like the design of the bottle for the fragrance, they are wearing white shirts to add to the simple nature. I think this simplicity helps to bring the attention to what they are doing.
The relationship is very close, it is as if they are about to have sex, they definelty are seconds away from kissing. They are both young, both have long beautiful hair, both very good looking, and completely embracing each other closely.
The bottom of the page reads, "ETERNITY" "Calvin Klein", then timeless frangraces for men and women. One symbolic thing I noticed is that the woman has a wedding ring on her wedding finger. At first glance I would have assumed that they were two young people wanting to have sex, and forced by the overpowering desire to grab each other and kiss. But when I saw the ring I began to think it may be more. The name Eternity, the word timeless, and the ring, makes me think maybe the underlined message is being in love, and finding the right person forever??? The ring I think adds innocense to the ad even though it is so erotic looking. Being that it is a fragrance I do think that the marketing behind it suggests that if you wear this fragrance you will fall eternally in love with your true love and live happily ever after, with passion.

There are a few blades of grass laying over their chests, and you can see the grass in the background. But I think that the close up picture is to have you focus on the passion involved and their beauty. The white shirts stand out in a black and white ad perfectly. He has dirty blonde hair and a sort of surfer hairdo, with the long blades of grass I picture this being at the ocean, and them embracing in the sand, which in itself is so romantic. The deep stare is the focal point however, that stare is so strong, most people particually woman want a man to look at them that way. And well if you buy Eternity it just might happen for you too!

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