Blast from the Past: Calvin Klein Jeans in the '80s

Having looked at several advertisements that are relatively recent, let's take a walk down memory lane and look at an advertisement from Calvin Klein Jeans in the 1980s.

Brooke Shields in Calvin Klein Jeans Advertisement from the '80s



The advertisement begins with the camera slowly panning up Brooke Shields' leg, with whistling in the background. This beginning successfully draws the attention of the audience, engaging them to try to make sense of the event that is unfolding before them, perking their curiosity. The slow panning of the camera up the Brooke Shields' leg serves to build up the suspense.

Eventually, the camera reveals Brooke Shields in denim jeans, fiddling with her hair and whistling. Having satisfied the curiosity of the audience, the tension of the scene is released - until she stops whistling and gazes directly at the camera. This quick release of tension and its subsequent immediate build up of suspense puts the audience at the edge of their seats, waiting to devour what the beautiful protagonist has to say.

And then she speaks.

"Do you know what comes between my Calvins and I?"

Dramatic pause. Advertisement reaches its climax.

"Nothing."

The advertisement then ends with the brand name: Calvin Klein Jeans.

There was a play on words as Brooke Shields declares that nothing comes between her Calvins and herself. Firstly, it could be interpreted as the fact that she would stop at nothing to wear her Calvin Klein Jeans. Secondly, it could also be interpreted as the lack of undergarment, between her Calvins and her skin. This could potentially imply that Calvin Klein Jeans are comfortable to the extent that she was would rather feel the denim against her skin, than her undergarment. This acts as a stark contrast against the traditional belief that denim jeans are stiff and uncomfortable. Lastly, her statement could be interpreted from in a sexual perspective, allowing the audience to imagine more. This sexual innuendo is further compounded by the fact that her legs were spread in a rather suggestive manner.

This brings about the last topic for discussion. The theme of "sex" is a recurring one in the clothing and fashion industry - becoming almost synonymous with the term "fashion". This is because of the fact that aside from an affordable price, a comfortable feel, and a unique design, sexual appeal is a major value proposition that clothes bestows upon its wearers. As humans, it is in our nature to desire to be attractive and sexually desirable. Thus, Calvin Klein leverages upon our human nature to appeal to us via a hint of sexual appeal through the wearing of their jeans.

Clearly, narrative elements were used in the telling of the advertisement. Rather than just letting the audience understand the facts and actual value propositions of wearing their jeans, Calvin Klein Jeans makes use of our need to make sense of the world via narratives. They specifically picked Brooke Shields as their protagonist in the advertisement to appeal to our desires to be like her. They intentionally employed the slow build up of suspense to draw the interest of the audience. They intentionally chose to insert an undertone in the statement that Brooke Shields made to engage our minds in a cognitive process.

Thus once again, the employment of the narrative as a tool for communication, makes the product much more desirable than the plain stating of facts.

Anyhow, to this date, sex still sells.