English Coursework

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ENGLISH COURSEWORK

The advert I am going to analyse is for a product called Calvin Klein ‘Dirty Denim’. The advert is based on denim clothing. It is an advertised using hip hop superstar Ja Rule. I found this advertisement on the internet and I believe the target audience to be teenagers to people in the early thirties.

My analysis will be broken down into sections and I will analyse each subdivision at a time. I think the advertisement is very intriguing and the publishers of this advert use very clever techniques to promote and effectively sell this product.

The use of Ja Rule to advertise this product helps the manufacturers sell it because Ja Rule is known world-wide to the target audience. He is an international superstar for his work in the music industry, specifically in hip hop, which is also listened to world-wide by the target audience. He has released songs with big names including Jennifer Lopez and his tracks are also sold world-wide. He has a fine but different fashion sense, making him a teenage boy’s ‘style icon’. This ‘style icon’ status helps him and Calvin Klein influence teenagers fashion ideas, which is another good reason why he was chosen to promote these particular items of clothing.

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Using my ideas within my preceding paragraph, I can understand how Calvin Klein’s advertising department have used Ja Rule’s image and status to pin-point the high-quality clothing on sale. With the usage of Ja Rule wearing the clothing being promoted in the advert, people are instantly manipulated into believing that “if it’s good enough for him, it must be good enough for me”. Therefore people believe that they can wear these items of clothing without the worry of being told the clothing is ‘unfashionable’.

Also, the usage of two items of clothing, supposedly both from the same ...

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