Seven Deadly Sins

Advertisement:
- Created by Calvin Klein (taken from video segment)
- Advertising new women's perfume called Reveal
- Posted on YouTube on June 11th, 2014

Link to the video: https://www.youtube.com/watch?v=enzT6uBZgZQ
Link to ad itself: http://www.nstperfume.com/wordpress/wp-content/uploads/2014/08/ck-reveal-wide-s.jpg

Calvin Klein is a popular company that sells clothes, accessories, and perfumes. Their perfume ads are typically promiscuous and licentious to help appeal to their audience's sensual and emotional feelings. This particular advertisement, for a women's fragrance called Reveal, a man and a woman, both with model-esque features, are in an embrace. The woman is looking at the reader seductively, while simultaneously holding onto the man's shoulders. To enhance the already-sensual nature of the ad, ambiguous buildings and a sunset are seen in the background, covered by dark rosy pink curtains. The only words on the ad itself are, "Reveal," with both the company name and the product underneath the text. The focus of the image is clearly the product, with the two lovers added on almost as an afterthought to the right of the company and product names.

This ad thrives on ambiguity and mysteriousness because the creators recognize the connection between uncertainty and sexual tension. The name of the product, Reveal, is a nod to lust, as the man is shirtless, and the woman is wearing a revealing shirt. The whole background of the photo is covered in alternating splashes of light and dark, but the light "coincidentally" shines on the perfume, while the two lovers are shrouded in darkness. The contrast between light and dark also creates feelings of passion within the reader and causes them to become envious of the beautiful couple. Another key technique employed by the advertisers is having minimal words on the ad itself; it draws the reader's attention to the product while simultaneously being envious of the lovers in the dark. Color is also used cleverly within the ad. The casing of the perfume matches with all of the colors in the background. This creates a feeling of connectedness between the perfume and the lovers, as if the advertisers were saying, "If you (women) wear this perfume, men will love you." These four varying techniques all subliminally or openly persuade the reader to buy their product.

The intended audience of the advertisement itself is prospective buyers of the perfume Reveal. While the fragrance itself is designed for women, men also might purchase it as gift for their girlfriend, which simply means another target market for the marketing company to acknowledge. They do so successfully by including a man within the ad itself; this addition gives the reader the idea that if they buy their girlfriend/wife/lover this perfume, then she will enjoy it. The purchasers of the perfume would most likely be both economically well off and a high end shopper because Calvin Klein is a popular and expensive brand name for perfumes. The creators of the ad are manipulating the Western ideals about sexuality for both men and women, and playing off of each gender's insecurities. The ad appeals to men because they will be able to please their girlfriend, and it appeals to women because the fragrance will help attract men.