How does Calvin Klein represent females in its advertising?

Calvin Klein is a underwear brand. In all of its adverts it displays a male of a female, naked. Posing in only the items of clothing that they’re trying to sell. Calvin Klein always makes them do a pose. And will have a well-known, hot person as the model. They never just take a picture of the under garments on a table, or in the packet. It has to be displayed on a young and fit model.

In the advert that we are looking at, it shows a young, very attractive Eva Mendes. She is modeling the undergarments of Calvin Klein.  There is no need for her to be posing the way she is, but they did this on purpose to entice the audience. Her facial expressions would be described as sexual, as she has her eyes closed, she’s heavy lidded, and lips are slightly parted. It is overly sensual for the advertisement that it is. Because of the male gaze, they would have made the pose, in the way of how men would look at it. She has her hands on her hips, which is seen as a very masculine pose. Because you are seen powerful, strong and confident.

If you look at the image, she has her feet a little more than shoulder width apart, and her hands on her hips. So if you follow her arms and her legs they all point into the center of the advertisement. This happens to be where the item that is being advertised is. Many men will look at this, and think ‘She’s fit’ so they would possibly go out and buy the item, thinking that if there partner wears the same, they may look like that. The black and white coloring connotes sophistication and sensuality. She’s also wearing stockings and suspenders, so we assume that she’s a powerful and important person. Because stockings are seen as posh. As if she was going to a business meeting or working in a posh restaurant.

The Calvin Klein logo is placed slightly below the undergarment. Its placed here to get attention, so we know the make of the brand and the importance of it. She’d positioned and made to look perfect or at her best, because the advert appeals to everyone. Both male and female could look at this, and think that either they or their partner would like this. It could also be looked at by a parent, to buy as a present for a daughter or a friend. As Calvin Klein is quite expensive, it would been seen that someone has spent a bit of money on you, and bought you the best of the best. Not just some cheap tacky underwear you will find in an average clothing store.