Calvin Klein's Advertising And Marketing Strategies

A trade market plays a vital role in our life. Even without being businessmen or traders, we all enter into direct relationship with the trade market whenever we go to a café with our friends or simply buy food or some clothes. However, a lot of new companies start their business on a trade market every year. Hence, the question of a market competition is always of current interest. As a result, every company resorts to different species of cunning in order to lure more buyers to their shops.

Those companies would do everything in order to attract more customers and defeat their competitor. And they do not disdain any methods. Thus, what distinguishes the current way of attracting customers nowadays?

To answer this question, let's refer to a modern American fashion house Calvin Klein, and especially to one of their advertisements of a white-colored underpants collection of 2007. This advertisement was placed on a big building in New York. Since the advertisement created for Calvin Klein Inc.

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was intended to attract as many potential buyers as possible, it is clear, that the current advertisement is rather related to the commerce than to the art. It was created for the popular market in order to stimulate an observer to buy a certain kind of Calvin Klein`s underpants. However, since the current advertisement cannot bring a profit to the company directly, we cannot state that it was created for money purposes. Nevertheless, the better product advertised, the more customers will buy a corresponding product.

The current advertisement is rather a representation of craft than a conceptual art. Conceptual art is an art that always bears any kind of a high idea behind, and this idea or concept is more important than the finished piece of art. A craft, in its turn, is something, for which the main intention, as set by the author, is to present an outer shell of the object as creative as possible. Speaking of this current advertisement by Calvin Klein Inc., we can state without any doubt, that no hidden idea or concept could be recognized. The main intention of this paper is to present a certain model of men underpants in the best light to attract customers, but not the inner world of men present on the advertisement. Moreover, the author(s) uses enlargement of the image, that contributed to intensifying the subject matter (underpants).

Implementing new standards of models being used for the dissolving method was innovative both in modeling and in the advertising market at the beginning of the XXIst century. Even though the minorities were less oppressed, their status in cultural and trade life either in America and around the world was still the law. Thus, the current image both changed common standards of minorities perception in everyday life and reinforced the new ones, where the minorities could occupy the same place as the native citizens. It also marked the beginning of a new modeling era, that has been reinforced nowadays. That makes the subject matter more beautiful, neglecting the appearance of a model and background. That also contributes to enlarging the subject matter. However, using the model from a minority purposes does not have any socio-cultural or moralizing intention. However, the gender of a model plays a vital role since the image advertised men underpants.

Undoubtedly, aesthetic and meaning are very closely related to each other when speaking of the advertising market. Even though the model does not play a principal role in the current advertisement, the beauty of a model and the beauty of a whole advertisement plays a grand role, making the subject matter (underpants) more beautiful, that would attract more customers. Even though the model is dissolved in the white background, his appearance still plays a vital role for advertising purposes. An athletic body of a model on the current advertisement attracts both men and their female partners, who would buy the underpants from this current collection, having the intention to make their men look more athletic, handsome and sportive, exactly as a man on the current advertisement. The aesthetic of a model and background in general directly contributes to the main purpose of the current image, making the subject matter (underpants) more beautiful, attracting more customers to buy the main product.

Moreover, the author(s) uses a play of light and color in order to highlight the object being advertised (underpants) from the general background. To create this, the Calvin Klein Inc. hired a model unusual for the old advertising market. They put a white product on a black-skinned model in order to emphasize the contour of the main product. A black-skinned model was dissolved in a white background in order to raise the significance of the main product (underpants). A full-height view of an athletic-built model was used both to enlarge the subject matter (underpants) and reinforce our perception of an athletic built body as a beautiful one, reinforcing and challenging our preconceptions. Thus, the author(s) refers to our inner feelings and preconceptions to use them for advertising purposes.