Ad Analysis

Posted: August 12th, 2013

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Introduction

Makers of perfume products make some of the most intricate and intimate advertisements in the advertising industry. Most advertisements in the perfume industry place importance in good times, looking good and intimate scenarios. This essay is an analysis of the Calvi Klein fragrance Ad Escape. The setting, writings and characters in the ad provide the viewer with an indepth and enticing image. Sex appeal is one of the major advertising tools in this advertisment with a scene of two people sharing an intimate moment.

The ad has a black and white theme color. Escape, the perfume being advertised is placed at the bottom right of the setting. The setting creates a sensation of inquiry, to form an opinion of the perfume . Both the male and female in the ad form a perception on the viewer. They are both engaged in a sexual stance. The man and woman are in an enclosed space surrounded by four walls. Enclosed walls are a representation of a trial room or a bathroom. Enclosure in this aspect forms the theme that there are limitations for the two. In addition, the wall that faces the two subjects is substituted by the eyes of the viewer.

Outfits of both subjects indicate an informal setting. The woman is adorned in a spaghetti top and a pencil skirt that reaches just above the knee. This type of outfit is usually worn in socila scenes.  Social activities for the outfit may include a sophisticated dinner, a party or a casual date. A black t-shirt and black pair of trousers are worn by the man. He has a simple look coupled with  a casual pair of shoes. The two seem to have come from an informal social gathering particularly at night. On top of the ad, there is the textual sign and product name in large bold font.  At the bottom of the ad there is the fragrance brand name and the phrase, “Fragrance for Men and Women.”

Most advertisements have an understanding of two orders of content. In the first order, the advertisement appeals to an individual’s deep running desires and motivations in their mindset.  This ad of Escape therefore creates a sensual and intimate appeal to both men and women. In the second order of content, information is provided regardding the goods or services of the product. Instrumental information such as product objectives, attributes, accessibility and function is established. In the Escape ad, such information is provided by the text indicating the product is both for men and women.

The color sheme which is black and white reflect a theme of sensuality. Iconic scenes in the backgroud also signify sexuality. The theme is further reiterated by the intimate position of the couple in the small space. In addition sex is used in many advertisements to reach out to a wider audience. The man and woman are also very young and at the prime of their sexual tendencies. Sexual imagery appeals to both men and women. “Sexual imagery conventionally works better on men more than women,” (Fowles, 5). Female figures are commonly offered to male readers. This is also because men are generally attracted to visual images. In the Escape ad, the woman wears an appealing outfit as compared to the man who is in a simple attire. However, involving a man and woman signifies the primary message of the ad to appeal to both men and women.

Sex as an appeal can be tricky as it may have negative effects on the image of the product. Some products have suffered negatively from advertising and explicit scenes (Espejo, 79).  It is generally used sparingly by most advertisers. In the Calvin Klein ad, both subjects are descent and uncontroversial. People are able to see the sex appeal but also familiarize with the product. Their moment of intimacy is also not obscene and targets both males and females. Position and organization of both characters and their heterosexual relationship exemplifies the theme of the advertisment and the purpose of the produt for both sexes. The appeals therefore reach out to the need and desire people have for affectionate human contact.

Escape, the text used and product name has a deep meaning for the consumer. Most advertisments capture the human need for escape and freedom. “Freedom that every individual yearns for whenever life becomes too oppressive,” (Fowles, 11). In the ad, the subjects seem to have escaped from the social engagement they were to be together. They might have found the engagement too limiting for their affectionate commitments. The name of the perfume is an outreach for men and women to be liberated when using the product. The ad is a combination of signs in the text, images and characters to convey the message of freedom that comes with the use of the product.

Conclusion

Most advertisements in the perfume industry place importance in good times, looking good and intimate scenarios.Both the male and female in the ad form a perception on the viewer. They are both engaged in a sexual stance. Most advertisements have an understanding of two orders of content. In the first order, the advertisement appeals to an individual’s deep running desires and motivations in their mindset. The man and woman are also very young and at the prime of their sexual tendencies.

Escape ad