http://www.youtube.com/watch?v=7I_CyeNhUUU
“CK One”. This is an advertising short film for a special perfume by Calvin Klein. It was published in New York for the Spring/Summer Season 2009. The main purpose of this advertisement is to sell “CK One” perfume to a special audience. Calvin Klein uses not only a film in this advertisement to sell its product. Music and particularly the lyrics of the song by Jamie Burke are very important to create and convey its messages. So the advertisement is speaking to our visual and listening sense. The story of that film is that a guy with long black hair is starting to sing the song “We are one” and after a while a blond girl joins his song and it’s getting more and more young people singing that song. At the end of the 1:02 min long film there is a flacon of the product shown and a women’s voice says: “CK One. Calvin Klein. For all…forever.” To go over to the messages which are conveyed by Calvin Klein’s advertisement: the implicit message is the purpose to buy at least one of the flacons by Calvin Klein’s perfume “One” and the explicit messages are that we (which means all humans) are all the same, so that there are no differences between races, classes and genders and that we are all beautiful. So whether you are a woman or a man, whether you are black or white you can always wear that perfume because we are all the same and we are all beautiful.
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