Calvin Klein: Debate On Sexuality (Entry 2)

            Calvin Klein developed an advertising campaign that arouses controversial criticisms from their viewers. The 1980’s Calvin Klein advertising campaign was problematic to societal norms because this clothing brand utilized the images of teenage models posing in a provocative manner which are considered inappropriate representations of young people. North American society, in particular, disapproves of sexual depictions of minors in advertising because this continent’s society believes the images of teenage exploitation is disturbing to see. To ensure that proper depictions of teenagers are shown in advertisements, The Canadian Advertising Foundation (CAF) has stated that teenager under 17 years of age cannot be portrayed sexually (Advertising Standards Canada, n.d). In addition to the CAF guideline, clause 14 of the ASC has stated that advertisements that offend the publics standards is prohibited (Advertising Standards Canada, n.d). I believe this CAF guideline and this ASC clause should be reinforced because viewers, such as myself, are not fond of visual or verbal portrayals that will oppose societal norms and values. Like other mediums, advertisers have to create commercials that best represent the values of their targeted consumers as well as to respect the interest and values of society.

            Although Calvin Klein’s campaign is visually inappropriate to the general public, this advertisement is still effective in attracting their targeted audience. In this postmodern society, teenagers are fond of having a sexual depiction of themselves to attracting attention from their peers. Viewers believe sexual content is appealing because these individuals are gazed by eroticism which is considered artistic. With this particular Calvin Klein campaign, the advertiser is trying to promote attractiveness for their targeted audience. As a soon-to-be advertiser, I believe this approach is effective for today’s teenage market because these teenagers are concerned about their appearance and identity around their peers and to also demonstrate that they are maturing in society.