The models take up the majority of the space on the page which is symbolic of what Klein is actually trying to sell: a sexual act, not fragrance products. In order to further elicit a feeling of indirect sexual experience from the reader, Klein modelled the perfume bottles after the shape of the male and female featured in this advertisement. The women’s perfume bottle is curvy with a tall thin cap; the men’s cologne bottle is thick, sturdy and built. Readers who imagine themselves as the models and who live the fantasy affair experience vicariously through them are likely to desire these classically attractive body types. Not only were the models carefully positioned and bottles deliberately designed, Klein used text to further convey his message. The perfume is named ‘Euphoria’, which is synonymous with words such as ‘heaven’ and ‘bliss’. Klein is implying that this perfume offers a heavenly, blissful, euphoric experience. These terms could also be used to describe a sexual encounter. Klein also tells the audience to “free the fantasy” (Calvin Klein, 2015, p. 85). This suggests that both male and female readers should allow themselves to partake in affair fantasies. Klein further encourages this behavior by including a hashtag for readers to use on social media
The models take up the majority of the space on the page which is symbolic of what Klein is actually trying to sell: a sexual act, not fragrance products. In order to further elicit a feeling of indirect sexual experience from the reader, Klein modelled the perfume bottles after the shape of the male and female featured in this advertisement. The women’s perfume bottle is curvy with a tall thin cap; the men’s cologne bottle is thick, sturdy and built. Readers who imagine themselves as the models and who live the fantasy affair experience vicariously through them are likely to desire these classically attractive body types. Not only were the models carefully positioned and bottles deliberately designed, Klein used text to further convey his message. The perfume is named ‘Euphoria’, which is synonymous with words such as ‘heaven’ and ‘bliss’. Klein is implying that this perfume offers a heavenly, blissful, euphoric experience. These terms could also be used to describe a sexual encounter. Klein also tells the audience to “free the fantasy” (Calvin Klein, 2015, p. 85). This suggests that both male and female readers should allow themselves to partake in affair fantasies. Klein further encourages this behavior by including a hashtag for readers to use on social media