Critical Approach on Calvin Klein X Essay

To analyse this advertisement campaign, we use the critical approach theory. The first principle of this theory states that, all media messages are constructed. Some information is included, but much is also left out. Questions are not asked. Using this approach, we realize that in the Calvin Klein X ad campaign we chose, we only see images of muscular men but not pictures of scrawny looking men. The question is, does wearing Calvin Klein X make you look muscular and hot? Is CK X the only way to make you look good? The way the X is placed on the men’s bodies brings the attention of the viewers to the body and not the product itself. What does this mean? The Ad is in black and white, is there a reason for this? The second principle of the Critical approach theory states that Media messages are constructed using a creative language with its own rules. The typography of the X used in the campaign looks as if it is 4 arrows combined together, pointing at the product. The background colour of the Ad is white, to not draw the attention of the viewers away from the muscular men wearing the product. The way these models pose will engage the interest of viewers. Hard lighting is used in the Ad to make the models appear very strong. The shot size of the Ad makes the viewers focus on the big X right in the centre of the body. The third principle states that Different people experience the same media message differently. Men will think that wearing CK X will automatically make them look hot and women will think that if their boyfriends wear CK X, it will make them look hot. However, some men might think that this Ad objectifies men into eye candy. This Ad would be more directed to the adults, kids would not be interested in this. Furthermore, parents who are more conservative and people of the older generation, especially in the Asian context will think that this Ad is disgusting. People who are more religious and believe in that not showing your body to the public will not like this either. They would not be interested in the product too. The fourth principle states that the media consists primarily businesses driven by a profit motive. Because of the profit motive, the media will do anything to gain revenue. Thus at times, sensitive topics and images are brought up. This is because it will engage the interest of many people and when they are interested, they will automatically purchase the product. Even if they do not purchase, the â€Å"hot topic† will be spread around through word of mouth, gaining the attention of everyone. The fifth and last principle of the critical approach theory states that the media has embedded values and points of view. The Ad gives the point of view that in order to be hot and muscular, one has to wear CK X. The Ad is as though it is saying that is ok to be open about your body as the men in the Ad are not clothed. Not everyone will agree with this values and point of views and thus, this Ad will not be able to reach out to everyone except to those who are interested.