In his 2018 campaign advertisement Calvin Klein partners with the notorious Kardashian family to broadcast his ‘Our Family’ clothing line. Promoting the dysfunction of this family and normalizing their irrational and psychotic behavior. For reference as to which sister is being discussed throughout this essay, they are lined up left from right as Kylie Jenner, Khloe Kardashian, Kim Kardashian, Kourtney Kardashian, and Kendall Jenner. In this advertisement Calvin Klein promotes social standards that are impossible for women to achieve. To turn a profit Calvin markets teen pregnancy, negative body image, and self-destructive behavior. By using the campaign slogan “Our Family” and the representation of the Kardashian family Calvin Klein idolizes …show more content…
Whether that is Kendall’s constant ‘naturally flawless’ look as a Victoria Secret model or Kylie’s exclusive makeup line. These two girls are known for making names for themselves and starting trends within the beauty and fashion industries. For example, in 2015 there was a beauty trend called the “Kylie Jenner Lip Challenge” were teen girls were holding circular objects to their lips to make them appear bigger. The challenge led to multiple Youtube videos, viral tweets, and Kylie being inspired to create her own makeup line. While Kendall goes viral for being a Victoria Secrets Model, she has been modeling since her early teens being sexualized throughout society. In this partnership with Calvin Klein he has fed off their publicity and influence over young women. Taking advantage of the vulnerability and pressure that comes with Kylie and Kendall’s influence. Calvin approaches Kendall and Kylie cautiously in this advertisement however being the youngest they are both the most conserved. However that did not stop them from making them have a naturally airbrushed look while they both have been heavily photoshopped. Looking closely at the rays of light shining through the window, Kylie should have light hitting her face yet it is one with the most shadow. While Kendall’s veins in her neck are so prominent that it is borderline unhealthy. Calvin is once again promoting the ‘perfection’ of young women, setting standards that are impossible to achieve at any age. On the other side of the spectrum the two older sisters are targeting a larger range of women of an older
Out of the many commercials that are out in television, one that stood out to me was the Kim Kardashian T-Mobile’s Data Stash commercial. At first sight, viewers may see it as a joke, although it does have important information being featured. They use Kim Kardashian because she is famous and the year it was aired, her popularity was very high. The commercial seems very stupid, but it still presents rhetorical devices. As Parker and Chavez said, “It was one of the most anticipated Super Bowl ads of 2015. But the reaction was far from winning” (para. 1).
This phenomenon suggests that all women are required to remain loyal wives and stay at home mothers who aspire to achieve perfection. In “Mirrors of Masculinity: Representation and Identity in Advertising Images,” Jonathon E. Schroeder and Detlev Zwick claim that “highly abstract connections are made between the models, a lifestyle, and the brand” resulting in a need to associate these products with a specific way of living (25). Instead of simply displaying these luxurious bracelets and handbags, the ad creates an elegant environment through the incorporation of sophisticated items. The women are dressed elegantly in dresses and blouses, adding a conservative element to the ad. The ad presents a rather stereotypical image of the very successful heads-of-household type mothers who have brunch with other elite women in an exclusive circle. Everything from the merchandise they sport to the champagne glasses down to the neatly manicured fingernails provides insight into the class of women presented in this ad. The body language of the women strips the image of the reality element and instead appears to be staged or frozen in time. This directly contributes to the concept of the gendered American dream that urges women to put up a picture-perfect image for the world to see. Instead of embracing individual struggle and realities, the American dream encourages women to live out a fabricated
First, Kilbourne’s research should be praised tremendously for bringing to light the unhealthy impression of true beauty in today’s culture. Kilbourne challenges the audience to reconsider their viewpoints on advertising that is sublime with sexual language. The evolution of advertising and product placement has drastically changed the real meaning of being a woman. According to the movie, every American is exposed to hundreds and thousands of advertisements each day. Furthermore, the picture of an “ideal women” in magazines, commercials, and billboards are a product of numerous computer retouching and cosmetics. Media creates a false and unrealistic sense of how women should be viewing themselves. Instead of being praised for their femininity and prowess, women are turned into objects. This can be detrimental to a society filled with girls that are brainwashed to strive to achieve this unrealistic look of beauty.
There are several aspects to the layout of this advertisement. Women, regardless of age, tend to be drawn to the use of beautiful, younger women in an arrangement, which makes this design effective. Firstly, Taylor Swift (the young woman in the picture) has been properly dressed so that the lip-gloss she is using matc...
This commercial appeals to are Ethos the way the author creates points that prove what is presented is something worth seeing and listening to the viewer since it comes from a quality source. Victoria’s Secret is a very well-known brand that has a good following because of their intricate designs and quality material of the products that has been present for many years. The brands name is shown at the beginning and the end of the ad. This leads to ethos since they are already worldly recognized they create credibility with highlighting the name of the brand multiple
It is evident that today’s advertisements for teen clothing are neither healthy, nor ethical, to use as a way to attract teen consumers; however, companies are getting away with this behavior, because their effective and inappropriate advertisements are merely innuendos. The modern label placed on teens is said to be the primary contender for the cause of eating disorders, suicide, bullying, and depression. Fortunately, groups of teens are getting together to put an end to these unethical advertisements and the messages the ads give off to teens; because of their efforts, the amount of effect that advertisements have on teens now, may dramatically plummet sometime in the near future. In my opinion, it is crucial that us teens make a profound alteration to the way teen merchandise is advertised, which in turn will end the knavish behavior of ...
We see the ways that the popular media uses gender tensions everywhere. The truth is that sex sells, we know that. The challenge that advertisers face is: How to use it best. Some advertisers do this better than others and the ones that truly have an understanding of gender tensions will, in the end, sell the most. In my last paper, I explored how the company Abercrombie and Fitch uses gender tensions to sell their clothes. They have become among the masters in advertising and the business in booming. They cater to young adults and young adults only for one powerful reason: It is at this age in which the sexual tensions between male and female are greatest. Abercrombie and Fitch has found their niche.
In “The man behind Abercrombie and Fitch.” An interview conducted by Benoit Denizet-Lewis displays a glimpse into the life of Mike Jeffries and his views of his company only hiring “good-looking” people and targeting “good-looking” people to wear his clothes. This has been done in order to force his audience to recognize that the issue of acceptance one’s peers and exclusion of a community mentioned by Mike Jeffries, is a result of cultural perceptions and individual self-image. Denizet-Lewis skillfully shows that while Jeffries remarks of not wanting the “not-so-popular” kids to shop in his stores, it poses a question to consumers asking what change in our attitudes will come or if there will be any change at all. Thus comes the issue of how consumers today have a shift in the reasoning behind why one buys clothing and the motivating factors that influence one to buy certain clothing. Denizet-Lewis also demonstrates the different messages that controversial advertisements and statements affect different groups of people and how what they project is really what people desire, though deemed by many people as unacceptable or inappropriate. The author also examines how in the news media, the image has become more important than the message and how images have taken precedent over actual issues and character. As a result of this, various communities have formed by the construct of selling to “beautiful people” and how popular appeal has become an extension of a person.
The Mongol group lead by Genghis Khan had a reputation for their barbaric behaviors and actions, but their advancements of bows, treatment of horses and respect for their group proves that the Mongols are not always the barbaric type that they were known for. The Mongols used their development of a composite bow to give themselves and better chance when fighting against a foot soldier. This bow gave them an accurate 350 yard shot helping attack from a far distance away. This showed their fighting soldiers that they are trying to figure out a way to keep them safer so they don't have to risk their lives to attack another group.The Mongols also had high respect for their horses, which turned out to be one of the most helpful strategies in battle.
They also create the best ways to fall for band wagon. If we look at the Kardashian lifestyle we see much of band wagon. Each one is on band wagon for anything that benefits them and brings them popularity. We can refer to Kim Kardashian who jumps on the fidget spinner trend. The fidget spinner has become a popular pastime in just the hands of anyone and are in reasonable price ranges. She responded that for a fathers day gift she had opened a new line. The “Daddy Money Fidget Spinner” and it is exactly what it sounds like: It's a gold fidget spinner in the shape of a dollar sign, and it has the word "daddy" written on it in cursive. You know, because it wouldn't be a proper Father's Day gift if it didn't say that and needed to figure it became a hit. (Jackson) The original developer and spinners were originated as a way to distract young children, so that they could play with a toy that could soothe their nerves. Ending with she has promoted and got fame and fortune as for the people who bought the fidget spinner because it is Kim. This statement is band wagon because a fidget spinner all serve the same purpose instead since Kim has made her own it is supposedly better. In the promotion of the band wagon is used to serve the community with a product that suites their interest. Kim Kardashian being a celebrity has added her own unique way of being able to sell more and jumping on the band
Calvin Klein 's #myCalvins campaign features many different celebrities posing in their Calvin Klein underwear with the sentence “I________ in #mycalvins.” This wildly successful advertising campaign uses many different methods to make the ad not only eye-catching but memorable. The ad that this paper is written on features model
There are fashionable furniture and decorations in the room, all of them in gender-neutral colors. The family is well-dressed in soft blues and white. Every face in the ad is adorned with a tremendous smile. The caption in the upper-left corner describes “dad” as cool and a best friend, bike fixer, swim coach, tent builder, and hug giver rolled into one. Or two. The family includes a young daughter and son who appear Hispanic, and their two Caucasian fathers, approximately in their thirties. This stylish clothing advertisement not only sells JCPenney’s clothes, but also challenges the conventional roles and ideas that have been imposed on the American
The advertising involved targets young teenage women and features models that portray desirable items, and the “norm” is for these women to be slender and beautiful (Vonderen & Kinnally, 2012). Research has been done to prove that the media’s pressure on being thin causes women to be depressive and have negative feelings about themselves. Women’s views are skewed and perceived incorrectly of what the typical female body should be (Haas, Pawlow, Pettibone & Segrist, 2012). Body image for women has always been stressed for them to look a certain way and to try to obtain “physical perfection.” But due to the pressure on women to be this certain way, it is common for the mass media to be destructive to the young, impressionable girl.
Media has been filled with exaggerated scrutinies and trashed with unreasonable criticisms. It deserves a break. This is the generation of Information Technology. Danger is just around the corner, where a click from a mouse or a remote control and all sex-related garbage can pop out of the monitor. Truly, a vulnerable teenager can easily get lost to temptations. As an adolescent, I can empathize how these sweet girls feel about how horrible their body shapes are, how ugly their face is, and how brands in fashion seem to be worth more than anything in the world. Fashion labels, tiny bodies, and sexual activities are all characterized in Sex and the City. From th...