CK Free:A fragrance for the modern, independent man.

According to Calvin Klein’s website, the fragrance ck free is “inspired by the spirit of the modern, independent man who lives every day to the fullest.” I think this ad most certainly conveys that message. The man in the advetisement looks modern and independent (not to mention gorgeous) and seems to be living life to the fullest by relaxing and watching the sun set. Now who’s going to argue with that? The strategy of the ad seems to be just that; this fragrance is for the “casual confident man who lives life to the fullest.”

Although I enjoy fragrance and fashion ads, they are shallow at best. But that is the way people like them. The fashion industry is definitely not in the business of curing cancer, but they do help people in their own little way. Fashion can help people feel alive. It can help them feel wanted or desirable. Some fragrance ads are meant to do the same thing. This ad speaks to the part of us that is spontaneous, casual and confident. Which is totally Calvin Klein’s intention. This ad succeeds in portraying the “iconic Calvin Klein simplicity and free spirited nature of the brand” which the website seamlessly declares.

Obviously, the need this ad satisfies is “sexuality.” Fragrance ads are notorious for being sex-driven and objectifying. Other needs I think this ad also satisfies are “stimulation” and maybe “exhibition,” because fragrance can stimulate the senses and it also can get you noticed. All three of these needs are strong selling points however, and it is very evident in our country today that they are strong focal points in the industry. Has anyone ever heard of “sex sells?”

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