First sorry for getting these up here so late! I misunderstood and brought these to class with me thinking we were going to be sharing them in class. It took me awhile to find them again, but here they are so here we go!
Below I will be comparing and contrasting the differences between these two advertisements using Paul Duncum's "Seven Principles for Visual Culture Education"
CALVIN KLEIN AD vs. GAP AD
Power given to- sex Power given to - family
Ad says: "GAP for every generation"
IDEOLOGY "refers to ideas, ideals, beliefs, and values." (Duncum)
The concentrated values presented by Calvin Klein center around sex, passion, romance, and pretty people.
Visually contrasting Kelin's IDEAOLOGY is the Gap ad which showcases values of family, caring, togetherness, happiness through your significant other, sweet-gentle-love, little moments being precious, and modesty is still sexy.
Lets take a look now at how these ads visually display these values by looking at....
REPRESENTATION
Calvin Klein presents the ideals of the passionate-sexual-relationship-with-young-sculpted-beautiful-almost naked-people approach. This is evident in their tight pressing embrace with tangled bare legs. Klein is presenting the belief that people will be attracted to this imagery perhaps because they themselves can relate to it or (more likely) that they will be attracted to it because of envy. It may be envy of the fit bodies, their connection with one another, their location, or even a combination of all of these things.
Gap represents the ideals of the cute-everyday-couple next door-gentle-sweet-pure-love you for being you approach. This couple is completely clothed in layers giving them a modest look and the models are older everyday looking people which make this ad less sex kitten and more tender. The way that they are both gently smirking while the girl softly kisses his forehead shows a set of values. One that the man see's the woman as his equal (due to their pose) and two their modest body language expresses that they care for one another very much.
The differences in visual SEDUCTION used within these ads reside at opposite ends of the "HOT/SEX" spectrum. Calvin Klein amps up the romance factor with beach front location, hot sun reflecting off their tanned skin, and the mystery of their intimate faces lost in darkness. Their bodies are so passionately tangled together that the imagery screams sexy-hot-passionte seduction. In high contrast to Calvin Klein the Gap ad creates a more family friendly version of seduction. The body language hints towards everyday love that may be showcased between a mother and a father. The seduction is found within the idea of a steady-long-term relationship instead of a one-night-fling.
Now, I understand that all of these speculations are simply my (and so far only my) interpretation of these ads and that depending upon ones background knowledge and culture you may have a differing GAZE than I do. My background knowledge leads me to think that the Calvin Klein ad with its polished people is fake. Where as the more raw image of the Gap ad leads me to believe this couple to be more believable. Why? Because I see these the Gap "people" everyday...it's not often you see the half-naked-pretty Calvin Klein people roaming the streets of the Missouri.
The INTERTEXTUALITY ("...how images draw from other sources..." (Duncum)) of movies, tv shows, books, and real life experiences also play a part in reaffirming the idea that the Calvin Klein ad is more of a dream or fantasy than real life. Stories love to amp up the drama of passionate relationships but in the real world it's the down to earth raw-sweetness of a relationship that makes it so very valuable, appealing, and lasting. Now, how does this affect the ad? In my eyes it makes me think that buying Calvin Klein will be a quick fix with their product...but it may not last. However, Gap's presentation of a comfortable looking couple makes me think that their product is a long term commitment that will hold up and be long lasting.
Even the MULTIMODALITY (text) presented with the image backs up the idea of one product being short term and the other being a long term product. "ESCAPE" leads me to believe that this product will allow me to escape reality for a short period of time but "for every generation" leads me to believe that this product is something that is going to be apart of my everyday life.
I'm curious as to others thoughts about comparing these two ads. What are your thoughts?
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