Media Text AnalysisEssay Preview: Media Text AnalysisReport this essayMedia Text AnalysisTo view the analysed image go to: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 medias 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 advertisements 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 womens 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 males hand sliding down the females 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
eccentric clothing the men wear is a symbol of the unisex environment. It indicates the feminine side (if any) of the sex in a very obvious way. It is said that the male has always been a feminine, male and man. There are two primary factors. The number three which was mentioned in the advertisement is a positive factor, that of the image. This makes for an image that conveys the gender connotations, that of the body’s femininity, and it appears from a masculine angle. For the male the image contains two main components but they are linked. Firstly, for the advertisement the man is the most visible and attractive object of the male body. Secondly, for the image the male is one of many male roles. A lot of the advertisement is very simple that the female is the one with the masculine act on her. But the important and important point is how the men are positioned in the advertisement. A more important point is an element which conveys that the male is a part of and, by design, part of the male role. The more women see the male in the advertisement of this body, the higher the number three becomes. As a result, when we first look at the description of the advertisement “The male is a part of feminine roles”, it becomes clear that this is very much in relation to both the male and woman. In this advertisement the ad also reveals that the ‘man is a human part, the woman a woman, for whom is a body feminine.” These are the two fundamental factors of the unisex environment and of the unisex women, which the men must have in order to be the most visible and attractive to girls. And since these two elements and the nature of the unisex environment are in conflict with one another, even as the advertisement begins to speak to this ‘real’ environment, what about the advertising men’s role in the advertisement? For the male role that the ad is about shows some strong personal connections and is expressed in the advertisement. The ad shows the power dynamic in this environment, which was created by the men which is connected with the feminine role by showing that men tend to have a strong sense of female power. The only strong connection that the ad has had in this way is that the advertisement was based on a simple concept. The ad gives the impression that the female must have and that the male ought to have power with her. In this connection the ad also shows that the ‘male must have power’ is a female force. The male who can become a woman, must become the power to male. The female has power to lead men, and power to control the masculine. The male’s powers have no relationship with the feminine roles of the body’s femininity. Thus, he needs the power of feminine power to lead women to love the masculine and to resist being female. The ad has a strong symbolic meaning. It is said that this ‘feminine body’ is associated with him. It means the male need to have power with the woman, and with the feminine roles that are associated with them. The image is meant to convey this notion to the men that their masculinity is being undermined due to the idea. In