I have been seeing this ad campaign since my time here at NYU. I saw them in this order actually. Using semiotics one does not only see Eva Mendez oiled up, oozing sex appeal, but instead you see the 1% of women who naturally look like that. Men instead think that it is possible to find a girl as sexy as Eva, especially if they are wearing Calvin Klein. In turn, women then have the idea the their curves can compare to hers if they put on a pair of Calvin Klein jeans or underwear. Men can also fantasize that they are the man, wearing those Calvins, with Eva wrapped around their back. Oh and did I mention all of these imaginings include being completely oiled up? That is natural, of course.
Calvin Klein is trying to say that by buying their line you are sexy, topless, and very close to being naked at all times. They are also saying that you are just like Eva, or at least you can be if you wear their line. This message is the signified with the signifiers of underwear, and, well, nudity. You can be famous, sexy, and every man's fantasy. Any man can have Eva if he wears the excellent fitting jeans that Calvin Klein offers. Overall, Calvin Klein is selling sex and it is good to think critically into the semiotics of the campaign so as not to lose self-confidence when you cannot have her curves or the jeans do not fit just right.
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