Calvin Klein Obsession Ad, Essay Example

The Calvin Klein ad for its Obsession fragrance depicts two nude models standing on the swing, facing each other (Calvin Klein). The fragrance primarily employs pathos to convince the readers that the fragrance makes them extremely desirable to the opposite sex, and especially their romantic partners.

The ad doesn’t make use of any tagline but instead relies entirely on visuals to stir the audience imagination. The primary message of the ad is clear that it increases one’s ‘obsession’ with his/her partner but the models have been skillfully put in such a position that it invites several interpretations. The models could be interpreted as engaging in intimacy on the swing or they could also be interpreted as being as close to the nature as possible, given the fact they are in their natural skin and swinging in a natural environment under the tree.

This ad tell us Calvin Klein was already an established brand at the time of this ad and it enjoyed high quality perceptions which is why the marketer simply chose to mention the perfume is an offering from Calvin Klein, without giving any detail about the perfume itself. The ad is also an attempt at reinforcing Calvin Klein’s association with sex that the company tried to establish through almost every product offering including the infamous Brooke Shields ad for Calvin Klein jeans. Calvin Klein Obession ad also tries to appeal the rebellion side of the audience that it is ok to break boundaries and to do what one wants, no matter how controversial the action may be.

This ad shows why Calvin Klein became huge because the brand knew how to make emotional connections with the audience and by being rebellious itself, it gained credibility with the audience who had their own rebellion side.

Reference

Calvin Klein. (n.d.). Obsession Ad. Retrieved April 22, 2014, from http://3.bp.blogspot.com/_kR9eZk0adUI/R1N02PVtLRI/AAAAAAAAG8U/xIe3n504S0I/s1600-R/1991%2BCalvin%2BKlein%2BObsession.JPG