Essay on Analysis of an Image Taken from a Calvin Klein Advertisement

Essay on Analysis of an Image Taken from a Calvin Klein Advertisement

Length: 1315 words (3.8 double-spaced pages)

Rating: Strong Essays

Open Document

Essay Preview

In this essay I will describe an image taken from an advert and use visual methodological approach to analyse and depict the different set of meanings produced by this image. In order to explicate my ideas I will provide a brief outline of the picture. Then, I will describe a number of coded and non coded meanings and how the advert is employing a range of signifiers to communicate messages to the consumer and reinforce the brand identity. (Barthes 1972)
For the purpose of this argument I will explore the image in the context using Barthes methodology in its “signs” (Barthes 1972) produced and deconstruct the image in basic building blocks.
This photograph has been taken by the photographer Steven Klein for the Calvin Klein Fall-Winter 09/10 jeans campaign. The advert captures Eva and unveils the celebrity top half wearing only a pair of jeans on a plain, white background. The picture is in black and white with a caption of Calvin Klein Jeans and the garment label.
Eva Mendes half top is undressed and she is exposing her bare back turning her torso slightly, while her face confronts the spectator. The skin dominates the image and the eye is immediately drawn to the intensity of her expression, the curvaceous figure and her arms in an explosion of seductive beauty, framed by nothing but a pair of jeans. To quote Berger’s line “her expression is the expression of a woman responding with calculated charm to the man whom she imagines looking at her…she is offering up here femininity as the surveyed”. (Berger, 1972, p. 49) The centrality of the body in this case is even more reinforced by the caption advertising the brand called unmistakably the BODY Line.

This image is built around some key elements of the body, gender, race...

... middle of paper ...

...oston: Allyn & Bacon.
Masi De Casanova, E (2004). "No Ugly Women": Concepts of Race and Beauty among Adolescent Women in Ecuador. In Gender & Society, Vol.18, No. 3, pp. 287-308. London: Sage Publications.
Merskin, D (2004) Reviving Lolita? : A Media Literacy Examination of Sexual Portrayals of Girls in Fashion Advertising. In American Behavioral Scientist, vol. 48: pp.119-129. London: Sage Publications.
Rose, G (2007 Edition: 2) Visual Methodologies, London: Sage Publications
Wallerstein, K (1998) Thinness and Other Refusals in Contemporary Fashion Advertisements in Fashion Theory, Volume 2, Issue 2, pp.129–150. London: Berg. Williamson, J. (1978). Decoding Advertisements: Ideology and Meaning in Advertising. London: Marion Boyars.
Seckler, V (2009) Betting On The Personal Approach. WWD: Women's Wear Daily, Vol. 198 Issue 20, p8-1 Conde’ Nast Publications

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Essay about Calvin Klein : An American Fashion House

- Calvin Klein is an American fashion house that began in New York, selling high end or high fashion underwear, jeans, fragrances, among others. To the public Calvin Klein has become a highly popular clothing line known for their fashion, youthfulness, and chic and classic styles. CK uses their luring advertisements to entice consumers and persuade them into more buying. The average CK advertisement appears to the public as simply a man and woman posing in an image to promote their product, however the underlying meaning of the advertisement is increasingly overlooked....   [tags: Female, Sex, Gender, Male]

Strong Essays
997 words (2.8 pages)

The Representation Of Women 's Advertisement Essay

- As a country we have come a long way in issues regarding sexism but we still have a long way to go. In many situations, society has been one of the reasons for justice regarding equality. An example of this would be in 2003, when Prime Minister Jean Chrétien announced legislation to make same-sex marriages legal and said "There is an evolution in society" (CBC News Canada, 2015). However, we have also been faced with times where society brought us disadvantages. In the Canadian society, we still encounter many forms of sexism....   [tags: Woman, Gender, Advertising, Sex in advertising]

Strong Essays
1062 words (3 pages)

The Media is Destroyng the Self-Image of Adolescents Essay

- Our world is one dominated by the media. The media helps us know what is going on in the world, decide on places to go, where we should eat, and even for some what and how much we should eat. Media has come to far and is now affecting in major numbers the way adolescents view themselves. The way media is doing this is sometimes subtle and other times blatantly obvious. In these articles three different ways the media works to effect adolescents are analyzed and show the impact the media has on our world today....   [tags: fuji put tv on a diet, laura buttervaugh]

Free Essays
2044 words (5.8 pages)

Advertising On American Culture Has Taken On The Very Interesting Character Of Representing Our Culture As A Whole

- Advertising in American culture has taken on the very interesting character of representing our culture as a whole. Take this Calvin Klein ad for example. It shows the sexualization of not only the Calvin Klein clothing, but the female gender overall. It displays the socially constructed body, or the ideal body for women and girls in America. Using celebrities in the upper class to sell clothing, this advertisement makes owning a product an indication of your class in the American class system. In addition to this, feminism, and how that impacts potential consumer’s perception of the product, is also implicated....   [tags: Social class, Advertising, Gender, Sociology]

Strong Essays
1398 words (4 pages)

The Cultivation of Womanhood Through Advertisement: Body Image, advertisements, spending habits, and their implications

- In this paper we will explore how advertisements cultivate a woman’s need for consumerism as a part of their own self image. George Gerbner, the founder of cultivation theory, argued that television has the ability to impact the way that people percieve certain message and influence their everyday life. In this study, we will conduct a content analysis of quantitative and qualitative measures that will study fashion advertisements. Each advertisement will be critiqued by a set of questions to help find any pattern or correlation between attributes that may have an impact on female consumers....   [tags: media, brainswashing, body image]

Strong Essays
2956 words (8.4 pages)

Advertisements and Its Effect on The Teen Self Image Essay

- In the United States, the average teenager is exposed to over 40,000 ads in a year on television, and roughly all of them target the teen image negatively. A quarter of a trillion dollars is spent on advertising yearly. The tobacco industry, arguably the most potent cynical influence spends about 30 million dollars on advertising in just one day and their commercials directly target and impact teenagers at their genesis, the age of 13.(Dolan 1) 3000 teens try their first cigarette a day and thats 1,095000 teenagers a year(....   [tags: advertisement, cigarette companies, ]

Strong Essays
1034 words (3 pages)

A Look into Calvin Klein’s Advertisements Essay

- A Look into Calvin Klein’s Advertisements As a seductive young man looks into a camera a raspy voice, off camera, whispers, “You got a real nice look. How old are you. Are you strong. You think you could rip that shirt off. That’s a real nice body. You work out. I can tell.” No, it’s not straight out of a steamy romance novel, though it could be. This is just one example of how provocative Calvin Klein’s advertisements have been. Although the ads boosted sales for the Calvin Klein empire, it angered many parents, religious groups, and even the media over its message, its image, and its legality....   [tags: Essays Papers]

Strong Essays
521 words (1.5 pages)

Exit to Freedom by Calvin Johnson Essay example

- During the summer of 1984, Calvin Johnson trudges knee deep through a swamp in the wetlands of South Georgia. As snakes brush past his legs, he marches in line with nine other men, each dressed in an orange jumpsuit, swinging a razor sharp bush axe in collective rhythm. His crew entered the swamp at dawn and they will not leave until dusk. Guards, armed with shotguns, and equally violent tempers, ignore the fact that the temperature has risen well above 100 degrees and push the men even harder. Suddenly, an orange blur falls to the ground and a prisoner from Wayne Correctional Institution lies face down in the swampy floor....   [tags: Calvin Johnson]

Strong Essays
1059 words (3 pages)

Dodge Viper Advertisment Analysis Essay

- Ever since the day we were born, we as Americans have been taught to grab the bull by the horns and go for their dreams. Family, schools and the media, to name a few, have carefully programmed us to accomplish great things, to have good jobs, and most importantly, make money. In this success driven culture many people will do what ever they need to do to become wealthy and powerful. Unfortunately, the paths they take to their pot of gold can leave, us as a society, looking greedy and shameless....   [tags: Advertisment Analysis]

Free Essays
1593 words (4.6 pages)

Essay on Calvin's Epistemology

- “How is it possible to know anything at all?” John Calvin gives his answer to this timeless question in Chapters 1-3 of his Institutes. His theory of epistemology is based on his belief that humans are naturally aware of God. He also asserts two fundamental knowledges- God and self- and he elaborates upon the relationship between the two. I. Biography of John Calvin A. Birth and childhood B. Schooling and further education C. Early works and accomplishments II. How is it possible to know anything....   [tags: John Calvin Calvinism Religion]

Strong Essays
1585 words (4.5 pages)