Calvin Klein Perfume Analysis

Calvin Klein Perfume
Originally uploaded by Beth Wyer

(Click on the photo and hover over it for more information)

This advert appealed to me as one that I would like to analyse as it is simple and yet the message is clear and appealing. The three ideologies I can see from this advert are: security, love and happiness.

I believe that the theme of this advert is love and intimacy; it is unlike many of the adverts around that advertise half naked men or women and instead suggests that the perfume will bring you long lasting love and/or a steady relationship – which is also backed up by the title of the perfume which is: ‘Eternity’.

The photo in the advert is a close up of a couple that are cuddled up together, asleep. This shows that they are comfortable with each other and have a lot of trust in their partner. It may be significant that his face is close to hers, showing that even in his sleep he is reaching to be able to smell her fragrance. It also hints of the theory that a certain smell can bring comfort and security, as they both look secure with each other.

I believe that the black and white shows that the theme is timeless and classic and that it has always been what people look for and what they will always look for. It suggests that the relationship is perfect with no troubles or ‘grey areas’ and that the perfume being advertised is able to help you achieve such a perfect relationship.

The black and white also contrasts well with the photo of the perfume in the bottom right hand corner, this makes the bottle almost glow, and it makes the consumers eyes stray naturally to it. The colour makes it extremely appealing and also shows clearly what is being advertised.

The woman in the photo is not wearing a lot of make-up, which shows that the perfume can make you feel good whether you’re all dressed up to go out or just sitting at home, it also implies that with the perfume you will be attractive whatever.

There isn’t a lot of writing on the advert, which I believe is extremely important as it lets the photo speak for itself, and the audience come up with their own conclusions as to what it means instead of putting words into their head.

After researching the advert, I just discovered it was made in 1995, I thought that I would include this fact as it shows that some themes are timeless, as I think that this advert would still be successful today, as it shows the theme of love and intimacy.

I believe that this advertisement is extremely clever and would appeal to a wide audience of women as most women dream about having a perfect relationship and that is what the advert is portraying.