My Analysis of Calvin Klein's 'Escape' Perfume

The advert for the perfume ‘Escape’ by Calvin Klein is a very effective advert. It uses various methods to attract its audiences’ attention and persuade them to buy the perfume. The advert is successful in what it’s supposed to do.

The audience for the perfume is males from around 14 upwards. This is shown by the man in the advert who looks in his early 20’s. Although the man is in his 20’s it will attract males from around 14 upwards due to the image having the man getting close to an attractive girl; young boys may want to get close to girls, as do older males.

The first thing that catches your eye in the advert is the name of the perfume, ‘Escape’. This is written in capitals and is at the top of the image so it stands out, which gives the connotation of being important. The name also acts as an anchor in the advert. This is because of the word “escape” which gives the audience the impression that the perfume can help them ‘escape’ from their problems, daily routines or anything else they may want to escape from. As the couple are in a small enclosed space, the perfume can help them ‘escape’.

The advert shows a man and woman being intimate together. Their legs being linked, their hands brushing each others hair, their eyes being shut and the kissing gives the audience the impression that they are satisfied and pleasured. By doing this, it implies that if we buy the perfume it will help us be satisfied and pleasured. Also it shows the man being seduced by the woman, which suggests that if you used the perfume you could be seduced by an attractive woman.

The woman in the image may be appealing to some men, which means that it could help attract men’s attention and also persuade them to buy the perfume due to their being an attractive woman in the image. Some people may perceive the man as being attractive, and if they use the perfume it will help them be attractive and desirable. This would also make the audience feel as if they would be more confident with the opposite sex.

The picture is in black and white apart from the perfume bottle. This helps focus the attention on the perfume bottle and gives the perfume the connotation of being important and powerful.

Overall, the advert does well in attracting the attention of its target audience and also making the product appealing to them; appealing enough for some of them to buy the product.