Calvin Klein Advertisement

07May08

Fashion or Pornography?

This 2004 advertisement for Calvin Klein Jeans is extremely racy and controversial. This image suggests more than the purchase of designer jeans.  Caputi(2003) suggests the ideology of everyday pornography in mediated advertisements. Caputi uses the term pornography not in the sense of sexually explicit materials, but to address many issues surrounding sexual advertisements.  The concept of everyday pornography is “constructing feminine and masculine subjectivities based in gender inequality, conditioning us to eroticize domination, subordination, violence, and objectification.”

 Advertisements seen in popular magazines, purchased by younger consumers often objectify women and promote gender inequality. Each consumer is not going to critically evaluate every advertisement; therefore they are unconsciously accepting the ideologies that are presented.

The female model pictured in this advertisement is erotically lying on top of the male model. She is arching her body, emphasizing her ghastly thin torso. The shirtless male model in the image is holding her breast with his eyes closed. Similarly to the male model, her eyes are also closed and her head is tilted back in a submissive manner.  This advertisement not only suggests the idea of sex, but promotes an unhealthy image of a woman. Her ribs and her hip bones are prominently showing, and she is graciously submitting to his touch.   

           

 

Advertisements


No Responses Yet to “Calvin Klein Advertisement”

  1. Leave a Comment

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s


%d bloggers like this: