Known for being an upscale designer

Luxury brand› No official web site

“our commitment to brand building through marketing is an obvious focus with Calvin Klein”

Several controversial ad campaigns› Brook shields – 1980s› Children – 1995› Theory: No press is bad

press

Woman in a vulnerable position› White shirt makes it

see-through › Taking off her pants

Man having control over the situation› Man is on top of her –

almost holding her down her facial expression

& head is lifted expressing some uncertainty

No diversity in the ads

All white women and men in ads

All women are very skinny and in suggestive positions

Usually shows men in a position of power over women.

White men in their 20’s & 30’s

“niche marketing is the secret to making millions”

Using sex to attract attention to the ad› Daylight› On the beach – public

Excitement Arousal – white shirt,

unbuttoning her pants Desire

Ad is from the 2005 campaign

Stock increased 50% between 2005 and 2006

Taking off jeans to sell them?

“In truth woman has not been socially emancipated through man’s need – sexual desire and the desire for offspring – which makes the male dependent for satisfaction upon the female.” – Simone De Beauvoir

Question:› What do you think she means by this?

Advertising causes Americans to purchase by preying on their inner vulnerabilities – Frieden in Fresh Lipstick by L. Scott.

What do you think of this ad? Do you think it is effective?

What do you think the main point of this ad is trying to convey?

Do you think that it is acceptable to portray women as vulnerable in advertisements?

Do you agree with Frieden that advertising preys on inner vulnerabilities?