Answer discussion question

Identify and Describe the Advertisement for Calvin Klein's Secret Obsession

The object I choose is one of photography from Calvin Klein’s Secret Obsession

advertisement ( Figure 1) in 2008 by Fabian Baron. The object shows a nude picture of Eva

Mendes in black and white, swathed in a sheet. The image shows her flashing her nipple. Unlike

other imaginary objects, this one is an actual photo and portrays all the parts of the body of the

model (Candemir et al., 87)). The designer used an organic shape to bring out all the features

keenly, and it has a smooth and natural feel. Since it is a real image, there are minimal

complexities, as this is a photo of a real human being that has fewer artificial elements. The

designers used curved lines making the image balanced and with a smooth flow and soothe.

The picture is clear, making it more sensual as the audience can easily capture all details.

The vision is clear, and the use of black and white texture makes it more alive. The dull

background brings forth the image of focus, and the audience can easily understand the specific

elements to focus on. The saturation and value used across the object enhances its vibrancy and

make it more appealing. The object's shape, lighting, and form are all in harmony and make the

image more attractive. As a nude image, black and white also hide what would otherwise be

revealed by color.

The designer of the object is Fabian Baron. Fabian Baron is a creative director and fashion

designer, well-known for his authentic work, especially in the commercial space. Fabian directed

commercials for Giorgio, Calvin Klein, Burberry, Armani, Givenchy, and many others for a long

time. He has directed popular documentaries, including Madonna's sex documentary released

alongside Erotica, and directed the music video that MTV banned that time. Currently, he is the

founder and CEO of Baron & Baron, Inc., an advertising agency that specializes in fashion,

cosmetic luxuries, and fragrance.

Despite his great work, he has been significantly controversial in his work. In 1992, he

directed a music video that was banned due to its erotic nature (Chronaki, 268-278). In 2007, he

designed an advert for Calvin Klein's secret obsession, and the nudity of fashion model Eva

Mendes raised controversies, and the raw advert could not air on TV. During the same period, the

designer was asked to become the editorial director of Andy Warhol's Interview magazine, and

his decision to put Kanye West on the cover of the magazine also stirred controversies.

He started working with Calvin Klein in the 1990s and directed the company's first campaign

that featured Kate Moss and was shot by Steven Meisel. He also directed the first unisex

fragrance advert that was dubbed “ A fragrance for everyone.” He directed a series of adverts for

the company, some of which were and still are highly sensational (Blanchard, 24). He stands out

because of his iconic advertising campaigns that have exceptional use of art and design. Despite

technological changes, his artistic nature remains vibrant.

The social-historical context of the object affects mental processes and the instructional

settings upon which the target audience receives and reacts to the art. The advert was designed at

a time when female nudity was significantly being used for advertising products and services.

When the object was designed, female nudity was believed to be appealing to the youth, which

must have motivated Baron to use a nude photo of Eva Mendes for advertising the secret

obsession (Griggs, 141). Research shows that in the early 2000s, female models were 3.7 more

likely to be used for advertising than male models because females are more appealing to young

audiences.

During the same time, the media shaped the perception of an ideal woman, and slim ladies

were portrayed as an ideal women on most media platforms. Eva Mende's physique is one that

most people perceive as ideal, therefore appealing to the audiences. Since advertising seeks to

attract consumers and motivate them to buy, the use of an ideal body would motivate more

people to buy the product.

Over the past few decades, technology and innovation have been intertwined in art and

design, providing strategies for using different media tools and making the creative process

easier. Fabian Baron used the latest technological tools like a modern camera to get the image of

the fashion model Eva Mendes before designing it for the advert that is required. This is different

compared to the past when paint, brush, canvas, and pencils were the only requirements for a

piece of art.

The availability of a computer makes it easy for the designer to correct any mistakes that may

have been captured in the raw image. By editing the image on a computer, the designer could

easily integrate all elements of design to come up with a perfect advert that would stir the masses

and attract the attention of the potential buyers (Zhu et al.,37). A click of the mouse can be used

to modify the artwork and portray the intended message accurately and with minimal hassle.

There are also editing soft wares that are accessible and affordable, such as Adobe Photoshop

that has basic and advanced features that can edit the image and portray the message as intended.

Some of these features include contrast, balance, saturation, and color that the designer used to

come up with a clear and communicative composition with much ease. Such advances lessen the

efforts required to get a perfect art without damaging the designer’s creativity.

The first principle of design is the center of interest. The center of interest is a part of a work

of art that draws the attention of the viewer. The center of interest is more important compared to

other parts of the object or design. The designer of an object uses tactics such as color, contrast,

and value to place emphasis on a certain part of the object so that it will draw attention. The

center of interest must be clear, depending on which communication or message the designer is

trying to send to the viewer.

Another principle of design is the balance which creates a feeling of equality in terms of the

object's shape, color, value, contrast, and other elements. A well-balanced object of design

appears to be in good form and shape because all the elements are standardized, and nothing

appears out of place (Locher, 23). An object can give a symmetrical or asymmetrical balance

depending on the objectives of the designer. Designers use shapes, colors, forms, and objects to

create a balance and enhance the outlook of an object. Balance in the composition helps to

establish an aesthetic potency of an object and contributes to its ability to communicate.

The third principle is harmony, a principle that refers to putting together small units to form

a unity in composition. Harmony can be created by using similar shapes and lines or adjacent

colors. The use of similar texture and contour can also be used to create harmony in object

design. There are five aspects of harmony; idea, shape, line, color, and texture. For example, a

designer may choose to use dull colors to create harmony. Similarly, one can use bright colors to

create harmony. The use of dull and bright colors in one object is likely to create disharmony,

which is not effective.

Lastly, contrast is a principle of design that refers to changing the value to create discord in

a work of art. It is used to establish the differences in shapes and lines used to compose the

object. It basically shows the area of emphasis by separating the most important aspects from the

less important ones (Jaglan, 8-9). Contrast also brings aspects forward and out in a work of art. A

designer achieves contrast by using opposite elements well-arranged together. When these

opposite elements are put together, they make the image more appealing.

The photo of fashion model Eva Mendes ( Figure 2 ) has similarities and differences with

the Oil Canvas portrait of Emilie Floge that Gustav Klimt designed in 1902. The object, just like

the photo of Eva Mendes, portrays the beauty of a woman. While the portrait of Emilie Floge is

not nude, it presents the body of a woman in a sensational and decorative way (Miscea et al., 19).

Emilie was a fashion rebel who was in the public domain, and her role in art was significant.

The two objects were both designed at a historical time when the portrayal and representation

of women in media were significant. In the late 1990s and early 2000s, the media represented

women as beautiful creatures meant to attract. The definition of slim ladies as an ideal was

becoming increasingly significant, and this can be seen in the two objects (Newman, 171).

Through art, the designers bring forward the beauty of a woman. Emilie Floge’s image depicts

her as stylish, and the geometric pattern, the Byzantine color, and the sumptuous fabric make the

piece attractive.

Elements of art and design are present in both objects, with smooth lines and curves put

together to compose a natural-like object. The patterns are arranged symmetrically, and the final

object is compelling. Both subjects are slim, and this can be attributed to the historical context

when they were designed; slim ladies were considered ideal and mostly presented on media

platforms. However, the two differ in terms of the medium; while Eva Mende's is an actual

photo, Emilie Floge’s is a painting of oil and canvas. Also, the second object does not use any

technological advancement to enhance composition, a concept that is evident in Eva Mende’s

portrait.

The paper has analyzed a controversial nude picture of Eva Mendes in Calvin Klein’s secret

obsession advertisement. Although the object is an actual photo of a person, the designer

deployed the elements of design to come up with such a sensational object. Apart from

traditional elements of design, the designer deployed technological advances such as computer

and editing soft wares to tailor the photo to fit its purpose. The photo was designed at a time

when nudity was increasingly becoming significant in the marketing and advertising industry. At

this time, depending on the target audience, designers would use nudes which they believe will

be appealing to the target market. While different design elements were used, each serves its

unique, significant purpose. When compared to Emilie Floge’s portrait, the main difference is the

medium of design; while Eva Mende’s is a photo, Emilie’s is a painting of oil and canvas.

However; both objects portray the beauty of a woman.