To Calvin Klein: "Are You Selling Sex or Apparel?"
Posted: Monday, June 15, 2009
by Ronyae
Writings by Ronyae
Calvin Klein has done it again - found itself in the middle of a controversy due to 'risque' advertisements. I awoke this morning to a news report of furious passers-by, disaapointed about a Calvin Klein billboard that seemed to be advertising sex more than the apparel.
Pictured on the billboard is a young lady seeming to be kissing a young man while laying on top of another guy; the young lady is wearing nothing but a pair of Calvin Klein jeans, and beneath the 'threesome', lies another topless gentlemen with his Calvin's slightly unbuttoned stretched along the floor beside the sexy threesome.
Calvin Klein has been known for 'sexy' advertisements in the past; a commercial of a young Brooke Shields stating that "... 'nothing' comes between her and her Calvins..." And although knowing this, some passers-by paid less attention, or shrugged off the sexy billboard, while other passers-by are making noise about yet again - another "raunchy" Calvin Klein advertisement.
The news reports went further into details, and gained some comments from disagreeing on-lookers and other media outlets, quoting them, "...It's borderline pornographic..." And I agree.
Have we gotten so to a point that the only way we participate in this consumer-marketing world, is if we buy in to sex? I just don't understand people. When did our nation go from keeping [sexuality] personal and private; A 'thing' that was most sacred in our lives, and turn it into a socially-driven way of living? Sex sells. Phewey! Sex only sells when you are in the selling-sex business. And how degrading is that to sell what you should hold as virtuous, sacred?
I may be getting a bit opinionated, but I feel that it's such a twisted way of thinking, to feel that if you sell sex for something that a person has to wear, where's the sex in it? ... and if sex is in it, the clothing will not be on the body long. So, what's the use in buying that pricey apparel, if you are not going to be in it long? Calvin Klein, can you clear this up for me? Your customers [pay-check] would like to know.
According to the reports, a Calvin Klein spokesperson admitted that the "intention was to create a very sexy campaign that speaks to our targeted demographic." Excuse me, spokesperson. But the models are nearly adults! Does that say you are selling sex to minors? Our children, who we strive so hard for, to maintain positive and healthy balances in life's daily struggles, already? You have got to be kidding me, [Calvin Klein] and you have been in this business for how long? Well, Calvin Klein, I hate to say it, but I believe your company and it's ideas of how America runs on consumer values are completely twisted, and you just may be a contributing factor to what's causing this chaos in our children.
I submit this as a collection for a reference to marketing tools. You must be careful of what/which audience you are targeting for your products; the ones you target may not be the ones who are actually buying it.
Calvin Klein has been known for 'sexy' advertisements in the past; a commercial of a young Brooke Shields stating that "... 'nothing' comes between her and her Calvins..." And although knowing this, some passers-by paid less attention, or shrugged off the sexy billboard, while other passers-by are making noise about yet again - another "raunchy" Calvin Klein advertisement.
The news reports went further into details, and gained some comments from disagreeing on-lookers and other media outlets, quoting them, "...It's borderline pornographic..." And I agree.
Have we gotten so to a point that the only way we participate in this consumer-marketing world, is if we buy in to sex? I just don't understand people. When did our nation go from keeping [sexuality] personal and private; A 'thing' that was most sacred in our lives, and turn it into a socially-driven way of living? Sex sells. Phewey! Sex only sells when you are in the selling-sex business. And how degrading is that to sell what you should hold as virtuous, sacred?
I may be getting a bit opinionated, but I feel that it's such a twisted way of thinking, to feel that if you sell sex for something that a person has to wear, where's the sex in it? ... and if sex is in it, the clothing will not be on the body long. So, what's the use in buying that pricey apparel, if you are not going to be in it long? Calvin Klein, can you clear this up for me? Your customers [pay-check] would like to know.
According to the reports, a Calvin Klein spokesperson admitted that the "intention was to create a very sexy campaign that speaks to our targeted demographic." Excuse me, spokesperson. But the models are nearly adults! Does that say you are selling sex to minors? Our children, who we strive so hard for, to maintain positive and healthy balances in life's daily struggles, already? You have got to be kidding me, [Calvin Klein] and you have been in this business for how long? Well, Calvin Klein, I hate to say it, but I believe your company and it's ideas of how America runs on consumer values are completely twisted, and you just may be a contributing factor to what's causing this chaos in our children.
I submit this as a collection for a reference to marketing tools. You must be careful of what/which audience you are targeting for your products; the ones you target may not be the ones who are actually buying it.
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More commentsAlthough the article does have some good arguments, it feels like I am not getting both sides of the issue. I feel it may be a good idea to explore more of the ideas and the reasoning behind this ad campaign. What were they trying to achieve with it? Why did they make it the way they did? Why do ads like this work on us? Maybe the real issue lies a bit deeper?Fred, Maybe you didn't read further down in the article. There is a statement made by CK spokesperson on where they stand on this issue. Thanks for reading what you did, and sharing a comment on what you read.
Ronyae, you hit on the problem yourself when you said "Calvin Klein has been known for 'sexy' advertisements in the past." When you start down that road, more of the same is no longer "good enough." You have to go bigger, more outlandish, more shocking. It's sad, but not unexpected.Rob, I couldn't have stated better myself. Thanks for reading and sharing your comment.
Ronyae - Well said! And look who they are marketing to. No wonder our society has such a warped view of modesty with companies doing this. My take on it is the product or brand must not be very good if they have to attach sex in order to make their sales!You got that right, Lorrie! Thanks for reading and sharing your comment.
I'm not one for censorship, but these types of ads go too far when they are mass marketed and virtually forced into our faces. Most people fail to see them, but there is an aspect of the subliminal that makes young and impressionable people believe such behaviour is the norm and can (in some cases) lower barriers for those still learning and formulating their natural defenses against coercion or uncertainty in particular situations.Hannah, a person of mine own heart! Thanks for reading and sharing a comment. Stay Blessed.
Great points Ronyea. You just keep sharing your opinion. It makes a difference. Blessings, TeresaThanks Teresa, my sister online! It really helps to know that there are some people out here, or there that feel as strongly as I do, about keeping our children as safe as possible from this society-driven world.Stay Blessed!
I agree wholeheartedly about companies that target young people with unrealistic ideas and lifestyles that don't promote the well being of our teens. Maybe if more passionate articles like yours were promoted,then, maybe,the media will listen!Rhonda, that is one of the greatest compliments my writing has had in a good while! Thank you for reading and sharing your comment!Stay Blessed!
Hi Ronyae.I agree with you 100%. This is a very interesting read. I, for one, does not patronize his products... thank you for putting this subject in the open.Best regards,NenitaThanks, Nenita! I feel like someone had to do it, why not me? (smile). Thanks for reading and sharing a comment.
Hi Ronyae,Firstly I have not seen the Billboard. But I am sorry sex does sell, if you look at most of the current popstars, they look like 'women of the keys' of old. We live in a society where bearing flesh and talking about sex, is everywhere.The main point from a marketing point of view is always to get attention, they have succeeded, you just wrote an article and I read about a campaign and calvin klien, in Ireland, where very little of his product is soldAntony, I applaud Ireland! Thanks for reading and sharing your comment.
Ronyae,I always admired your articles and this one fo the best. I totally agree with you.Thank you, Swapna! And, good to see you on here, again (smile).
Ronyae, it's quite hard to disagree with you. There are times I feel I am "getting old". Morals and ethics are suffering today and the attitude that "the ends justify the means" creates that. I think Calvin Klein is sending the wrong image of their company to the consumer. Yet, if people keep buying their product they will continue sending this message to the public.Mark,I couldn't agree with you more. Customers are sending the wrong message as well when they continue to support the company by buying the products: we like it. Bad message, Mark. Thanks for reading and sharing your comment.
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