Calvin Klein Underwear Advertisement Analysis

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Advertisement Analysis
I chose to analyze a magazine ad for Calvin Klein underwear.
Figure SEQ Figure \* ARABIC 1: Calvin Klein Underwear 2000s Print Advertisement Ad 2008 Male Model -Bruce Weber
In this article, I analyze the persuasive techniques used in a Calvin Klein underwear advertisement. I discuss how the ad's use of an attractive model, prominent branding, and the suggestion of conformity influence viewers to buy the product.
The Calvin Klein underwear ad I chose to analyze features a male model is wearing only a pair of black boxer briefs. The advertisement from Calvin Klein is intentionally minimalistic, focusing solely on the model and his underwear. The stark white background contrasts the black boxer briefs and the model's sculpted physique. By featuring the Calvin Klein logo prominently on the waistband, the advertisement communicates the brand it is promoting. Overall, the ad seems designed to emphasize the desirability of the underwear and the physique that is wearing it.
There are many ways that this ad attempts to persuade observers. As the campaign’s figurehead, the model's appearance is intended to evoke certain feelings or desires in the target audience. For men, the model's physique and confidence may create an aspirational ideal they hope to emulate by purchasing the underwear. For women, the model's attractiveness may encourage them to buy underwear for their partners to enhance their relationships. Ultimately, the model's presence in the ad creates an association between the underwear brand and the ideals of masculinity, strength, and attractiveness.
This advertisement for Calvin Klein underwear uses several persuasive...