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Calvin Klein has built a fortune on controversy. From the suggestive 1980s commercial where a then-14-year-old Brooke Shields seductively looked into the camera and admitted to going commando, to the Secret Obsession fragrance ad depicting a naked, nipple-baring Eva Mendes (the ad was later banned from TV), Calvin Klein has always branded his product with the suggestion of sex presented in a way to shock the viewer.
Now, the world-famous jeans corporation is stirring up debate with its latest ad campaign involving a billboard in New York’s trendy, stroller-friendly SoHo neighborhood.
Calvin Klein's provocative billboard at Houston Street and Lafayette Strees in New York
The ad in question depicts a very young-looking teenage girl wearing a tiny pair of jean cut-off shorts, laying on top of one half-naked young man and kissing a second young man. A third half-naked teenager lies on the floor next to the three with his pants undone.
What is Calvin Klein selling? Oh, that's right: jeans.
Asked about the message in the ad, a Calvin Klein spokesman said, “[the] intention was to create a very sexy campaign that speaks to our targeted demographic.” This statement is questionable considering the ad is plastered on a billboard for everyone to see, including children and teens.
Calvin Klein menswear designer Italo Zucchelli spoke out in favor of the ad more fervently. “I think it is a fantastic campaign. That is what Calvin Klein Jeans is supposed to be. Everyone needs to be scandalized and screaming. That is what we want.” Zucchelli went even further to hope the controversial nature of the ads would shock some viewers into spending. “I hope they’re going to be, ‘Ooooh, what is that?’ And then they buy our jeans. In the best tradition of Calvin Klein.”
Whether you find yourself shocked by this particular billboard or not, it raises questions about the messages Calvin Klein’s advertising deems valuable to promote. Calvin Klein deviates from the norm in the respect that highly sexualized images of young men are prominently featured, as opposed to women alone. This billboard of three men and one woman is a perfect example. What kind of statement does this ad make about young women and men as sexual objects? And what kind of impact will it have on the thousands of children and teens who will see it? Shoppers need to answer these questions for themselves.
The hope is that Calvin Klein, as well as other businesses that choose to sell based on shocking imagery, will realize smart consumers are not so easy to manipulate. Calvin Klein is free to target his “demographic,” but this does not include people who disagree with the sexual objectification of women and men, no matter how provocative the ad campaign. A truly smart consumer can see through the sex and shock, and choose to spend their hard-earned money elsewhere.
Contact Calvin Klein, Inc. and let them know how you feel about their advertising habits by either calling or writing a letter to:
Calvin Klein, Inc.
205 West 39th Street, 4th Floor
New York, NY 10018-3102
212-719-2600
-Nikki
*Quotes sourced from here.
June 25th, 2009
I’m up for a pretty prestigious honor at my university, where I will be graduating in a few short weeks (gulp!). When I told a friend this news, he was pleased and happy for me. Then, curious, he started asking how I managed to do so well at college. So I answered a few questions, how I work hard and do the best I can–but then he cut me off. “Oh I know how,” he said. “You’ve never had a serious boyfriend in college.”
Excuse me? Was he actually suggesting that women can never succeed while we’re seriously dating someone? Because, you know, having jobs and internships and hanging out with friends and casually dating–
Tina Fey as Liz Lemon on 30 Rock
that’s nothing compared to what it would take for a woman to maintain the attention of a boyfriend? Why is it that our society thinks women can’t have it all?
And that’s how I landed on people like Tina Fey.
Now, I love Tina Fey. I love her shows, I love her movies, I love her intelligence, and I especially love her Sarah Palin impersonations. She is a woman who’s broken down doors in the guys-only club of comedy. But I hate the women she plays. The women she consistently plays in her movies and shows are extremely successful, intelligent women who have unbelievably dull, pathetic social lives. Think of her characters in 30 Rock, Baby Mama, and Mean Girls–they are all are professional women who are clueless when it comes to their personal lives.
This has become a media trend over the decades–portraying women as either one or the other. Think Ally McBeal (successful lawyer, emotional instability), and Cristina Yang from Grey’s Anatomy (most intelligent intern in the hospital, yet cold and hostile to others). These kinds of characters are interesting and funny, and they certainly contribute to the laugh track. But I’ve had enough of it.
It’s great we’re seeing women characters as successful lawyers, doctors, and writers. But why must shows and movies always fall back on the same old portrayal–”she’s successful, but she can’t keep a boyfriend!” or “she’s smart, but she sure is crazy”?
What message is this sending? You can be successful either on the weekdays or the weekends, but not both?
Phylicia Rashad as Clair Huxtable on The Cosby Show
There are few examples of women in the media who do have it all–success and social lives. Phylicia Rashad’s Clair Huxtable on The Cosby Show was a loving, strict, successful, happy mother of five. I am also lucky enough to have grown up surrounded by extremely talented women who led happy lives, including my own mother. (I actually took an online quiz once to find out which TV family is most like mine, and it turns out we are the Huxtables). Why can’t we see more women who do have it all?
I have led the last four years of college socially and academically. Maybe I’ve never had a long-term relationship while in college, save for the couple month-long ones, but I have made some incredible long-term friends. But who’s counting anyway? And who’s to say any relationship of any kind would deter me from my goals?
-Kate
Kate Elston is a senior majoring in Media Studies at the University of San Francisco. Upon graduation, she plans to work as a journalist or filmmaker. Kate wants to dedicate her career to media literacy and use the media to promote positive change.
April 20th, 2009
These days it often seems like it is a requirement to be good looking to be a good singer. Simon Cowell is known for his harsh words for singing contestants regarding, not just their singing, but their looks too. All of this changed when Susan Boyle came onto Britain’s Got Talent (the UK version of American Idol).
Susan Boyle is moving people world-round with her phenomenal voice. I think it is wonderful that this woman from Scotland is able to be recognized for her amazing talents. In addition to her talents, Boyle’s confidence in the faces of those who doubted and mocked her is inspiring.
In spite of the eye rolls from both the audience and the judges before her performance, she went on to move them all to standing ovations and tears with her magnificent voice. It’s heart-warming to watch the audience’s cynicism and judgment dissolve at the sound of Susan’s voice.
My favorite line in the video is when Amanda says:
I am so thrilled because I know that everybody was against you. I honestly think that we were all being very cynical and I think that’s the biggest wake up call ever. And I just want to say that it was a complete privilege listening to that.
Susan Boyle on Britain's Got Talent
I wholeheartedly agree. The world needs this wake up call. We, as a culture, have become so focused on appearances that we can potentially limit ourselves from people’s talents that can move millions to tears. Hopefully Boyle’s story will help the world open its collective eye to a whole new slough of incredibly talented people that don’t look like Paris Hilton.
Susan Boyle has literally become famous overnight. Over 20.6 million people have seen Susan Boyle’s Britain’s Got Talent YouTube video. Since her performance, Susan has been given several offers for complete makeovers. Apparently now that she’s a star she has to look like a star! And apparently it’s the media that decides what a star looks like!
Susan Boyle At Her Home Piano
I’m inspired that Susan has not let the media get under her skin and make her feel un-pretty or insecure. Susan is comfortable with herself and her looks and she won’t let instant fame change who she is. In an interview on CNN’s American Morning on Friday Susan said:
I wouldn’t want to change myself too much because that would really make things a bit false. I want to receive people as the real me, a real person.
That’s a message that About-Face can endorse and everyone should take to heart.
You can live your dreams and be talented no matter what you look like, how old you are, or where you’re from. All it takes is confidence and determination. Don’t be afraid to show yourself. Don’t hide your talents out of insecurity. And definitely don’t believe anyone who rolls their eyes and says “you can’t.”
If you want to contact the people behind Britain’s Got Talent to let them know how you feel about the representation of Susan Boyle, you can email them at viewerservices@itv.com
-Jaimie and Ashley
April 17th, 2009
W, Cover April 2009
While I often feel “above” the media’s messages, the truth is that I’m only human. And while knowledge is power, this power doesn’t always grant me immunity to the media’s toxicity. One of my many personal vices is my unwavering devotion to W magazine, which I’ve read since I was the all-too-young age of twelve. Once the magazine was in our possession, my sister and I would lay it flat on the living room floor and drool over all the colors and patterns until our eyes crossed. Little did we know that these images would impact the way we viewed our own beauty–indefinitely.
To this day, I still squeal with delight every month when my W comes in the mail. Consequently, I still battle the inevitable self-doubt and borderline self-loathing that comes after two hours of staring at heroine chic models in $45,000 mini dresses and heels that threaten to break my ankles just looking at them.
Sometimes I have to take action against these insecurities, lest I sulk myself down to “unpretty” levels (yes…I’ve been listening to a lot of the group TLC lately). Here are some ways I counterbalance my media-induced funk, and my advice to you as well:
- Step outside of your head…and home: Pull up a chair outside your favorite coffee shop and just watch the passers-by. Make note of how many variations of pretty walk past - you’ll be pleasantly surprised.
- Walk it off: Set your headphones to your most empowering tunes and take a stroll. The physical activity alone will raise your endorphin levels while the music provides some much-needed catharsis.
- Re-pretty-fy: If you’re a girlie-girl, get a little dolled up, meet up with some good friends and let their love and appreciation remind you of your beauty, both inside and out.
Each of these activities is a quick and easy way to remember what real-life beauty can consist of. What do you do to remind yourself of your beauty and worth? The About-Face community looks forward to hearing your thoughts and experiences, so please, share away!
-Corinne
Corinne Avganim is a freelance events and public relations manager with a passion for child and community development. Having grown up in the “Heart of Screenland” (Los Angeles), she immediately recognized the necessity of the About-Face mission and is honored to have joined such a dedicated team of beauty revolutionaries.
April 17th, 2009
Scarlett Johansson
I am so happy that Scarlett Johansson decided to take action against the media’s obsession with unhealthy, ultra skinny bodies! Scarlett Johansson just wrote a fantastic article called “The Skinny” for The Huffington Post. Her article responds to media coverage that claims she is on a crash diet to lose 14 pounds for her upcoming film Iron Man 2. Scarlett Johansson supports having a healthy body image and in her article writes:
I’m a petite person to begin with, so the idea of my losing this amount of weight is utter lunacy. If I were to lose 14 pounds, I’d have to part with both arms. And a foot. I’m frustrated with the irresponsibility of tabloid media who sell the public ideas about what we should look like and how we should get there.
Way to go, Scarlett! She is definitely on the team of About-Face winners. Please click here to read the whole article.
-Jaimie
April 14th, 2009
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