Thursday, November 20, 2008
OBSESSION FOR MEN
I came across this advertisement, Calvin Klein's "OBSESSION for men", and wanted to share it with you all. This advertisement was produced as part of the same Calvin Klein Ad campaign for the "OBSESSION for women" shown in class, yet it seems to utilize a completely different marketing approach.
First of all, unlike the "OBSESSION for women", this advertisement includes an image of the perfume bottle and thereby directly refers to the product; the product is not absent. What is most important in comparing the two ads is how each of them treats the 'nude' image of Kate Moss. Unlike the naked image of Moss conveying an almost contemplative, neutral tone in the ad targeting female consumers, this nude image incorporated in the"OBSESSION for men" is definitely more explicitly sexualized. Here, Moss is lying down on her stomach on a couch and is gazing directly at the viewers, appearing as if she is attempting to seduce the viewers (who equals possible consumers of the product). The ultimate purpose of the advertisement indeed is to seduce the viewers and turn them into the product's consumers.
# posted by Hyun-Joo Choi @ 10:51 PM 
