ESCAPE by Calvin Klein
~by Michelle Chang
While surfing on Calvin Klein¡¦s website, this advertisement impressed
me immediately not only because it was beautifully designed, but also because it
is unique and meaningful. The ad
conveys its motif of ¡§escape¡¨ with the image of the couple, whose
relationship is amorous but not in a conventional way.
products have been designed for both men and
women, naturally a pair of intimate man and woman is placed in the ad.
However, something has been slightly reversed..
The woman plays the active role instead of the man does; moreover, the images of
typical men and women no more exist in this ad.
The woman looks more active because, first, she is a bit taller, and she
lowers her head towards the man with her hands on his ear.
As for the man, he even squats a little bit, raising his head and
embraces the woman¡¦s waist. Secondly,
while the woman searches the man¡¦s lips with her eyes opened, the man keeps
his eyes closed passively.
order to make the entirety reverse, the models¡¦ appearances also reveal the
motif of ¡§escape¡¨. The man¡¦s
sloppy, longer hair shows the image of softness, and the female model has neat
one, which makes her look more stable.
In addition, compared with the man¡¦s softness and gentleness, the woman
looks sturdier and better built than man, and her facial expressions are quite
steadfast. With senses of
aggression, the woman¡¦s curving figure is the center of the photo, which may
discloses her significance and status. While
the models serve to perfectly to suggest the idea of escape, the focal point of
the ad is not the models but the two glistening color perfume bottles in the
lower right corner and over the black-and-white background. However, unexpectedly, the left, long one with lighter color
is fragrance for men, and the right, short one with darker color is for women.
It is quite different and new from those couple perfumes that making
darker ones for men and lighter ones for women.
Altogether, they convey the idea of
¡§escape,¡¨ escaping the norms of traditional society by turning the
roles of men and women upside down.
the conservative pressures, the couple seems to discover a private location to
disencumber their constraints by releasing intense emotion.
Therefore, the models with their feet bare may be the symbol of getting
away of the common customs and return back to the primitive to secretly enjoy in
the world of love and possibly sex.
match up with the circumstances, the designing of setting enhances senses of
modernity. In the black-and-white setting, which is structured simply and
plainly, the two models seem to be confined by such a narrow space pressed from
both sides by two cold but clean walls. We
can imagine that this couple may just escape
from somewhere socially organized to this unadorned but secret
place to enjoy their intense passion.
In addition, the light originates remotely from woman¡¦s side, and we
only can see the male model¡¦s shadow on the wall.
Also, the line of the corner from the woman¡¦s side is much more
conspicuous than the man¡¦s blurrier one.
It probably conveys the images of woman¡¦s thoughts or everything is
brighter and more distinct. Though
their space is restricted, it is not entirely closed.
We cannot clearly determine that the distance is such an extremity, and
there is another opening towards the onlooker, which likely suggests their amour
is capable to broaden up the space.