College Papers

Nowadays, (see Figures 10 and 11). They aggressively

Nowadays, the use of sex appeal has become a polarizing approach within the present market to grab the attention of customers. According to Reichert, Heckler and Jackson (2001), sexual appeals are eye catching, highly inducing and memorable. This is why advertisers use overt sexual appeals when advertising clothes, and this appears to be especially the case when advertising denim (Reichert, Heckler & Jackson, 2001). Although overt sexual appeals in denim commercials are surprisingly favorable for promoting the product in a greater dynamic and likeable way, it has an excessively poor impact on the mind of the immediate generation It is considerably evident that Calvin Klein’s denim advertisements have caused part of the grievance for advertising and marketing merchandises through the overt use of sexual appeals, wherein women and men sell nudity and suggestive sex. Using sexual appeals in Calvin Klein’s advertisements raised their income generated from denim sales to about more than two million within just a few months (Amalbangor, 2014). Calvin Klein has been in the news and is one of the most talked about brands due to their controversial advertising and marketing campaigns. They have proved that their method has been a hit among their target audience. They paid special attention to the photographs they used in their advertisements. In 2015, Calvin Klein released a series of advertisements for their Fall Denim campaign (see Figures 10 and 11). They aggressively targeted their advertisement campaign towards young adult consumers. The brand attempted to incorporate the modern day details of young adult consumers into their advertisements and arguably the most contrived-seeming was sexting. Its fall 2015 campaign featured intimate, suggestive messages published alongside its cast of hot, broody fashion models. Shot by Mario Sorrenti, the pictures were consistent with the release from the label, was a sociological experiment that became a fashion campaign and offered an editorial narrative of how the present generation connects sexually in a virtual world This new marketing campaign is reminiscent of the Calvin Klein One perfume commercials that featured models in intimate situations, such as couples making out and taking selfies in a tub. However, unlike other brand advertisements, this particular advertisement was specifically content-heavy, meaning that customers will probably spend extra time engaging with the advertisements and analyzing what the messages mean and that is continually an awesome factor Moreover, during the fall-winter of 1995, a Calvin Klein advertising campaign photographed by Steven Meisel went under fire because many were of the opinion that it promoted “kiddie porn”. The young fashion models who were in states of undress in what looked like a basement was unsettling for some (see Figure 12). Despite court cases, all the fashion models featured in the shoot were of age at the time of shooting. Although Klein withdrew his advertising campaign, he managed to draw some good publicity for his brand and most importantly, his denims. Advertisers need lots of publicity. That is precisely what Klein received. However, did he deserve it? Despite only spending a considerably small amount of money on the advertisement, the controversy around it has produced a large amount of media exposure at no extra cost. Additionally, the controversy resulted in an increase in Klein’s denim sales.Furthermore, Geier argued that the advertisement appeared to have resonated with the target market. Retailers reported that the denims were a hot item during the back to school shopping season. This could additionally be a generational struggle, with parents fighting their youngsters. The youth did not necessarily accept or endorse the “kiddie porn” pictures, but they were spending money due to them (Batten, 2017) As we all know, most of Calvin Klein’s advertisements are related to controversy, but not all products are suited for this advertising strategy, such as the two examples mentioned above (see Figures 10, 11 and 12). Even though both advertisements promoted jeans using the same technique (sexual), their target audience was slightly different. In these advertisements, Calvin Klein wanted to communicate an idea to the viewers, that there was only one way of being normal, favored and famous as well as only one way to behave in any form of relationships. Doing so took away all individualism and freedom from society, forcing everyone to be and act in the same way, subsequently creating a toxic cultural surrounding. Instead, what should have been promoted to both young girls, and women influenced by unrealistic expectations is that they should be comfortable with their size and the way they look. To promote just one type of beauty and body shape is impractical, because the reality is that everyone in the world is unique. So, why challenge that? Would you like to stay in a world wherein everybody looks, acts, and dresses in a similar manner? It would be physically impossible to be entirely like another person. Take a look at yourself. Are you not glad and healthy? If you are satisfied with yourself, then nobody and nothing should make you feel a different way. This technique is more suitable for the younger generation, specifically teenagers and young adults, as they have a different perspective regarding advertising. Adults are more concerned about practicality or comfort of the product (i.e. whether or not the product is worth the price). Conversely, the younger generation are willing to pay for the brand and are satisfied due to vanity, buying the product immediately after seeing the advertisement. Therefore, advertisers choose to use controversy as a method to attract audience’s attention.