I chose the Calvin Klein Jeans advert to analyse because the other one did not seem as appealing to me.
When looking at this advert your eyes are immediately drawn to the sexual content taking place within it, this is because the creators of the advert have chosen to make this the main feature of this advert because of the shock properties of seeing this in an advert. All of the characters featured in the advert are in focus, but only three are engaged in the sexual content.
The ad is set in a room with an old looking green sofa and looks washed out and worn; this could be a reference to the washed or worn jeans the brand sells.
In terms of product placement, all four of the characters are modelling different types of Calvin Klein Jeans. This shows that the adverts sole purpose is to advertise the product and not the brand itself, this idea is backed up by the fact that the company logo only appears once in a small font at the bottom right corner of the frame.
Another thing I noticed about the way in which the products are positioned in the frame was that all of the jeans being modelled were connected to a person. This again promotes the product by emphasising one of the things these characters have in common.
The Calvin Klein logo at the bottom right is in a sans serif font this font is considered more modern than a serif font. This links in with the fact that all of the models are young.
The models’ being young and seemingly sexually engaging creates an ideology that young people are similar to those portrayed in this advert. It also suggests that the target audience for this particular product are young people who are seemingly sexually active.
The advert connotes that buying the product will potentially make you sexually irresistible in attempt to convince possible clients to buy their product.
In contrast to this, I noticed that there is a character that has been placed on their own on the floor. Although he is near the sexual interactions between the other characters, he is undoing his own jeans showing no sexual interest toward anyone and none shown to him, this could contradict the idea that the jeans make u sexually attractive.
While some of your ideas are on point, quite a few of your comments seem a bit surface level. Surely this advert is selling a brand identity as well as a product? The sexual nature of the advert is used to appeal to the target audience. Could you define this more clearly and then state how this appeals to them?
ReplyDeleteI like your comment about the link between the colours/fading on the couch with the product, but I feel this kind of insight is pqatchy throughout your critique. I can see you have attempted to use some key vocabulary, which is good. Perhaps you could comment on how the advert reinforces ideology - a dominant ideology - rather than creating one?