Analysis of Calvin Klein Advert

This advert for the Calvin Klein perfume ‘Secret Obsession’ implies that the purchase of this perfume will give this buyer sex appeal and ferocity; it also gives off a sense of want and yearning, as well as beauty and confidence.
The advert consists of two naked women covered with bed sheets with long, untamed hair and looking at the camera. This picture is black and white with a bottle of the perfume in colour at the bottom centre of the picture with the words ‘Secret Obsession, a new fragrance by Calvin Klein’ on it. The two women are both very revealing yet beautiful and I think this is to show that with nothing but this perfume the person that wears it will look beautiful, they also have a very seductive, inviting look on their faces which invites the audience into the frame with them, this will attract the male audience and give the female audience the false hope that they can be like these woman and attract a male audience like them, therefore this advert is selling sex appeal to the audience in the form of a fragrance. These two women are both very confident in all their naked glory, which again adds to the sex appeal and gives the hope that they can be this confident too. The way women, especially the one on the right is positioned with one hand to her chest and the other hand to her throat gives the impression that she is holding her throat out of a yearning/need for something which I, as the audience, automatically assume to be the fragrance. This fits in perfectly with the name of the bottle, ‘Secret Obsession’, it’s like she needs this fragrance, it is calling to her, so if the audience wore this fragrance maybe they would have the same effect making the opposite sex feel an attraction, nay, a need for this person, a need so strong it’s an obsession. The contrast of the rich amber coloured bottle and shiny gold writing against the black and white picture makes the bottle really stand out, and it also looks very luxurious and warm, the warm feel of the bottle adds to the sense of attraction as warmth draws people to it, and you need heat to live, which adds to the obsession and need for the perfume. The luxurious look of the bottle and writing and the brand name shows that the product it meant to appeal to people who are esteem seekers, people who are looking to impress and want a taste of the luxury and the high life. I think the choice of camera angle helps to not only invite but lure the audience into the picture and the product. A high medium close up is used of the girl on the right; this allows the viewer to see the inviting expression on her face along with her sexual, lusting body language but it doesn’t reveal everything which makes her seem mysterious, this will capture the male eye and also make the female eye long to be her and aspire to be like her. The woman on the left is a bit more exposed by the use of a low medium shot making her visible down to her thigh exposing skin-but not too much skin- to add to the mysterious sex appeal whilst still looking dignified and classy and making the look seem effortless. The angle of the shot makes it seem as though the viewer is there with her at the bottom of her bed, it makes the advert seem so much more real making the female reader believe more easily that this perfume will make her achieve a sex appeal as great as the woman in the advert and make the male reader believe more easily that he can have this woman or a woman beautiful and mysterious as this.