Blog: Unofficial Calvin Klein Ads Archive

In this ad from the “Unofficial Calvin Klein Ads Archive”, sex appeal was obviously used. In the photo a curvy naked woman, Carre Otis stands with her arms stretched over her head as though she is surrendering herself to a man. The man is wearing Calvin Klein jeans. He also stands with no shirt on, his right arm is wrapped around her body and his left arm rests against her buttocks. Their lips are only a centimeter apart and his groin area is pushed up against hers; their body position in addition with their body contact gives the photo a sexual appeal. I believe it is both effective and ineffective depending who is the audience or buyer. In this case, the male model is advertising male jeans. Men who are looking for jeans that will make them look ‘attractive’ and therefore attract women might fall for this ad. However, men who are just strictly looking a good pair of jean will be as affected by the sex appeal. Instead he will just look at the jean itself and judge it quality from that and not the ad as a whole. I believe the ad is appropriate because it geared towards adults and is intended for only adults. As we age and mature, we naturally become sexual being as a process of human evolution and that is why this ad uses sexual appeal as the theme or focal point and this is also true for his commercials. This ad does exaggerate the use of pathos. This ad arouses sensual emotions especially for men because of the attractive women that is completely naked and who seems to want the man she is with to take control in addition the man shows signs of dominance. Sensual emotions may also arouse when see how close their lips are as though they are on the verge of kissing.



Below: Commercial from Calkin Klein