Mycalvins Controversy

Calvin Klein may have grown to become a very successful brand economically, but its emotional impact and the controversy that arise from the brand’s advertisements have awoken and sparked the discontent and indignation of many women and essentially, a great number of consumers. The advertisements have been open to the interpretation of many viewers, whether it be the sexual content of the women in the images, the comparisons between the male and female actions in the #MyCalvins campaign, and the overall effect of these campaigns along with the transcendent view of women over time in advertisements as inferior to men. The way the audience interprets the advertisement may vary and depends greatly on the pragmatics of the ad. But, the continual production of these advertisements are not only intended to sell the product, in fact they are trying to follow a trend, and to engage in different principles of seeing the world and us humans.
Klein's advertisements stimulate a sexual desire and reaction of pleasure with the images produced, when in reality, the product is only slightly perceived from the audience through a small band on the waist covered by a pair of jeans or shorts. Women are forced to believe they must look, act, and be whom these ads want them to be, creating troubled stereotypes and ideologies for our modern day society. And as gender stereotypes perpetuated by the ads develop, the quantity of individuals in contact with these ads increases exponentially. The millennial followers on Facebook, Instagram, and Twitter are pressured to like, comment, or share these posts in which, subconsciously they are not aware that they are forming part of the creation of a greater gender division and