3. Analysis of Existing Deodorant Adverts - Calvin Klein CK2

This magazine advert showcases the unisex fragrance 'CK2' by popular brand Calvin Klein. The advert displayed above is for the perfume version of the fragrance, but this product is also available as a deodorant.

In terms of text this advert is somewhat minimalistic, and unconventionally uses four large images to convey the brand's message and ultimately sell the product. Although this method is unconventional, it portrays a number of strong ideologies that represent the product as a diverse, modern fragrance for young people.

The first of four images features two caucasian teenage girls hanging backwards off a high fence. This image connotes youth, activeness and fun as the girls' facial expressions suggest they are enjoying their time being young, wild and free. The bright sky suggests that this image was taken in the morning which portrays the idea that Calvin Klein's CK2 gives young people the determination to get up and out early, which is a quality that teenagers are notorious for lacking.

The second image displays a young straight couple - a beautiful white woman and an attractive Asian man. Initially, this image portrays the ethnic diversity within the couple, suggesting that CK2 is a great product for people of all ethnicities to use. The fact that the man in this image has his arms around the woman conveys the idea that CK2 gives men the ability to attract beautiful women, which is a convention of deodorant adverts aimed at men (see blog post 1). The location of this image is a desolate, mountainous area shot at sunset. The idea that this young couple are in a desolate area at night time connotes adventure, spontaneousness and wildness, which are all things that young people enjoy.

In the third image (bottom left), a homosexual teenage couple is presented in a dim-lit bedroom. Both of the young men are wearing no clothing and are quite sweaty in their faces. As they are sat in a dark bedroom, naked and sweaty, the idea that they have recently engaged in sexual activity is portrayed, suggesting that CK2 is an attractive and sexual fragrance. This makes the product appeal to a young audience as young people, both male and female, are usually sexually active and therefore want to attract sexual partners. Ultimately, the third image in this advert portrays Calvin Klein's CK2 as a product that enables young people to increase their sex appeal. In addition, the fact that a homosexual couple are featured in this advertisement conveys Calvin Klein's support of inclusion, equality and diversity - all of which are issues that modern society is fighting for. This presents Calvin Klein as a supportive and inclusive brand, therefore emphasising the idea that their CK2 range really is for everyone.

The fourth and final main image featured in this advertisement includes a lesbian couple kissing underwater. One of the girls is white and the other is black, once again enforcing the idea that CK2 is an inclusive product for people of all ethnicities and sexualities. The fact that this couple is underwater suggests that CK2 is a scent for people who are adventurous and active, which applies to a lot of young people.

An image of the product is featured in the centre of this advertisement, suggesting that equality, diversity, adventure, activity and youthfulness all revolve around the product advertised. Furthermore, the variety of lighting techniques, locations and costumes conveys the message that Calvin Klein's CK2 is the perfect product for all types of people in all types of situations - from hanging backwards off a fence in the morning to exploring desolate areas at night.

Each of the four images included in this advertisement features two young people, ensuring that the consistency of the product 'CK2' is maintained.

The brand's consistency is continued in the anchorage text which reads 'a new scent for #the2ofus by calvin klein'. This strap-line reinforces the idea that the product is for young people in the sense that a hashtag, a tag predominantly used by young people on social media, has been included. In addition, the hashtag '#the2ofus' is effective in encouraging conversation about the product on social media, therefore increasing brand awareness amongst young people which is important for this brand as their target audience is young men and women. The hashtag '#the2ofus' also promotes the idea that CK2 brings people together and increases peoples' ability to attract a partner.