CALVIN KLEIN ANALYSIS

Laura Mulvey devised the term the ‘male gaze’ in 1975. She believed that film audiences have to
view characters from the perspective of a heterosexual male; she also stated camera angles
linger on the curves of a female and that females are relegated to the status of an object.
Ferguson and Millum identified different looks that women portray when modelling. We can use
these theories when analysing this advert.

The advert for Calvin Klein features Eva Mendez who is a well known actress. Calvin Klein uses a
continuous theme of black and white to make their adverts more recognisable, they also tend to
use well known males and females to a attract a wider audience. This advert follows the general
theme of Calvin Klein as all Calvin Klein underwear shots make the underwear look expensive so it
gives the impression that buying this would be a treat, and will appeal to men, as they want their
girlfriends to look like this. Mendez is modelling a masculine pose showing a superior level. This
is therefore criticising Laura Mulvey’s theory of the ‘male gaze’ as she is shown as dominant.
She also has her head tilted to the side, mouth open and eyes closed, this is inviting us to look
at her. This fits with Millum’s theory and Fergusons theory as she is portraying an invitational
and seductive look. Her head being tilted with her eyes closed takes the focus away from her
face which enables her body to have more spotlight, which attracts more attention the the
underwear being sold. The way her body is oiled draws attention to her curves as the light is
highlighting her features. This is applying the ‘Male Gaze’ theory as the light lingers on her
features and assists making her look more attractive. As the advert is in black and white the
light also adds effect as it makes the images look more dramatic which is more effective when
selling the underwear. Her wet hair provides the ‘shower’ look, which is very appealing as it adds
to that desired sexual look that the audience wants to see. She is modelling a powerful pose
with her legs apart, her hands on her hips and head back. As her arms are bent this gives her
figure more curves which is once again more appealing, this fits in with Mulvey’s theory again. A
shadow is shown behind her to make her stand out more and become the main focus of the
advert as the advert is trying to sell the underwear that she is wearing. She is shown as
confident and sexy which appeals to women as they aspire to look like that. The Calvin Klein logo
has also been situated half way down the page which brings extra attention to her body,
therefore bringing extra attention to the underwear. Mendez’s pose and attraction sells this
underwear extremely well as it is very appealing to a wide audience range.