Media Text Analysis

Media Text Analysis

To view the analysed image go to: http://lananie15.9online.fr/publicite/images/ck%20one_JPG.jpg

By simply glancing at the advertisement it is clear that this is "selling" its viewers something far greater than just a (mere) cologne. The half-naked characters, the simple tones, the character relationship, the bottle, the text, the embrace, their expressions, are all reproducing, and thus, representing something imagined, perceived, sensed, or felt in some physical form - lust.

Calvin Klein advertisements are extremely important as they create meaning for their products and distinguish them from similar market brands such as Ralph Lauren and Tommy Hilfiger. All of these brands exert quality so there is not really a great need for mass advertising. Consumers will look at the fragrance and immediately recognize the Calvin Klein logo - which instantly generates values such as quality, refinement and style - therefore it is important that the advertisements must also generate these values within those whom view the advertisements, that is, the potential consumers.

Society may fear the media's pervasiveness into privacy, yet the chance to 'escape' and do as one wants to, without worrying about rules or social implications, is a primitive fantasy amongst all people. This desire to be free, channeled through the advertisement's features, can only be realized if the person first understands the constraint which society places upon them - how can one be free if one does not know what controlled means?

The entire chosen image is highly sexual in its intentions. The male has one arm embracing both the woman and the bottle at the same time with the bottle placed over the women's naked breasts indicating the sexual undertones (Zoonen, L V 1996) that the fragrance generates. The female has her head tilted up whilst the male passionately kisses her, the expression on her face is almost orgasmic as she is being held by the male figure. The hair of the female appears damp, most probably due to sweat, which connotates the idea of a 'steamy' encounter. Both models have the 'perfect' figure, which is a signifier of both health and beauty. The male model, from what can be seen, is perfectly toned and muscular; this indicates his strength and control over the situation, whilst the female is very well proportioned and highly attractive; her hair is fairly short and wild to signify the wilder, more blurred elements of femininity.

The visual code (Chandler, D 2002) generated within the advertisement signifies gender; the male takes on the active role whilst the female takes the reactive, or responsive, role to his. The text at the bottom of the image says "for a man or a woman" indicating the unisex nature of the fragrance. The topless male and female, both wearing similar coloured jeans, the female with relatively short hair, all insinuate the unisex drive for the fragrance. An element of elevation is created with the male figure being taller than the female. This technique imbues gender connotations. The placement of the male's hand sliding down the female's pants puts the figure again in the active role. The male is in control of himself and of the situation. A definite colour code emerges in the advertisement. The seemingly

...