Friday, April 6, 2007
I think this ad is mocking all Calvin Klein ads, but at the same time using it to prove a bigger point. The ad is a spoof of Calvin Klein Obsession perfume ads. When you first glance at it, it does look like one of their ads, with a naked woman on it. But when you look closer you see that the woman is holding her stomach, and leaning over a toilet bowl. Also the vertebrae in her back are very pronounced, and some of her ribs are showing;it is a woman with bulimia. When you think about this, you can see how they are using pathos to pull at your emotions about a trouble in the world today.
I feel that they are using this ad to bring up the bigger issue of the direction that advertising is going these days. My last post was an example of the use of sex appeal , and this ad is showing the effects that the use of sex appeal can have on people. There are so many ads that push being skinny and beautiful that most people end up with low self esteem. Our country has an "obsession" with being perfect(skinny and sexy) that it is messing with the mental health of people. Anorexia and bulimia are becoming more and more common, and this ad is trying to make people realize one of the biggest reasons why.
I think this ad does a good job at making it's point, but at the same time it is still using the same means as the Calvin Klein ads. One, it uses the logo "Obsession" to grab people's attention with a familiar name. Second, it is still using some sex appeal to get attention too. It may need to use the image of the naked woman to make it a true parody to the Calvin Klein ads, but the image of the naked woman is still the thing that grabs your attention first; even before you know what the ad is for.