1. Eternity by Calvin Klein for Men
and Women

2. Quick Facts:
• In short the three ads are about a young couple that seem to
have found everlasting love and it is somehow connected to
this Calvin Klein fragrance
• It is set on a romantic beach and the second and third ads are
set about ten years later than the first
• The typeface is in white for the first advertisement and in
black for the second and third, to go along with the black and
white picture that represent purity
• The name of the fragrance is in all capital letters to get the
audience’s attention
• The words blend in with the picture to help the audience to
mainly focus on the people
• “What begins never ends” is the quote on the advertisements

3. The First Advertisement
• It shows a man lying over the woman
• They are both extremely good-looking and they are
looking passionately into each other’s eyes
• Both of their hair is blowing in the wind and each hair
seems to be perfectly placed
• She is gently touching the man’s neck which brings to
the audience’s attention that she is wearing a wedding
ring
• This advertisement relates to the story of the the
Notebook, in which a “perfect” relationship is depicted
– Calvin Klein believes this relationship could be made with
this fragrance, Eternity

4. The second and third ad
• The second ad is specifically for the women’s perfume
• The third ad is specifically for men’s cologne
• The woman in this ad is looking at her daughter, who is
about three years old
• The man is holding his daughter, who is most likely the
child from the second advertisement
• All three characters look truly content with their lives
• The woman and man have aged about ten years since
the first advertisement

5. “What begins never ends”
Ad #1 Ad #2 and #3
• This perfume allows for • With 50% of marriages
couples to not just have a ending in divorce these
“honeymoon phase,” but days, using this perfume or
eternal love cologne could cause a
• It makes it possible for a marriage to continue for
man and woman to keep “eternity”
the passion, long after the
relationship starts

6. Symbols
• Innocence is represented by the black and white photo
and by the white clothing
• The only color on the advertisements is the bottles to
make them stand out
• Wedding ring
– It is in the center of the ad
– It symbolizes eternal love
• The couple is very close
– This signifies their intimate, personal relationship
• The beach
– Symbolizes paradise
• A paradise that the happy couple could permanently live in

7. Appealing to the basic need to:
• Be physically attractive
– The models are both very attractive and seem to be
almost perfect
• Feel good about ourselves
– The couple is happy and are content with how their
life turned out
• The need to belong
– Everyone wants that happy ever after with that
somebody and that’s what this advertisement is
promising

8. Emotions
• To feel loved
– You will not only find a significant other, but someone that
you will love forever and marry
• Hope
– Every young, single adult wants to believe that there is
someone out there for him or her to spend the rest of
their life with
– This ad gives hope that it’s not just in the fairytales
• Happiness
– This could cause happiness by knowing that there is
someone out there that you could spend decades with in
simple bliss

9. The audience
• It is attracting young men and women,
probably in their early to mid-twenties
• It is also attracting couples, because of the
second and third advertisements
• This advertisement is different because
instead of going with the normal “sex sells,” it
has more of a classy, romantic theme
• This is also not just about the moment, but
the happy ever after

10. Conclusion
• I think the media could easily fool people,
making them think their product will change
their life
• But in the end I think everyone’s forgetting the
main question:
• What does this fragrance smell like?

11. Bibliography
• The Essentialist. theessentialist.blogspot.com,
2009. Web. 2 Oct. 2012.
• Art8amby. http://art8amby.wordpress.com,
2010. Web. 2 Oct. 2012