Critical Approach on Calvin Klein X Essay Example for Free

unfavourable Approach on Calvin Klein X EssayTo analyse this advertisement campaign, we use the diminutive approach theory. The prototypical principle of this theory states that, all media messages are constructed. Some information is included, but much is also leftover forbidden. Questions are not asked. Using this approach, we realize that in the Calvin Klein X ad campaign we chose, we only touch images of muscular men but not pictures of scrawny looking men. The question is, does wearing Calvin Klein X project you look muscular and hot? Is CK X the only counselling to make you look good?The way the X is placed on the mens bodies brings the attention of the viewers to the body and not the overlap itself. What does this mean? The Ad is in black and white, is there a reason for this? The second principle of the precise 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 lo oks as if it is 4 arrows combined together, pointing at the overlap. 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 flummox allow engage the interest of viewers. Hard lighting is used in the Ad to make the models advance very strong. The shot size of the Ad makes the viewers focus on the big X good in the centre of the body. The third principle states that Different the great unwashed experience the same media message differently. workforce lead think that wearing CK X get out automatically make them look hot and women result 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 thin k that this Ad is disgusting. People who are more religious and believe in that not display 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 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 untied about your body as the men in the Ad are n ot 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.