Case Analysis Essay Example | Topics and Well Written Essays - 750 words

Case Analysis - Essay Example As I read the case study I remembered some writings on sexuality, porn debates and mass media messages for young people I had read not long before. Certainly, CK advertising wasn’t ethical. Yet, I felt it can be named ‘normal’ for our society. The problem with that advertising campaign was about the controversies in the society itself. To understand the situation it is necessary to examine social attitudes and perceptions of sexuality and porn, which must have been necessary prerequisites for the ads release. It is necessary to take into account the historical background and social processes of that time. In fact, CK’s advertising has always been provocative and revealing. The company’s target market consists of teenagers, young people under 30, and those, who want to be sexually attractive and stylish. As far as I remember, I have always associated CK with rather shocking unreserved sexual appeal. It has become their brand image. The company usually uses very young models, whose postures and gestures reveal splashing-out sexuality. Their advertising is rather pedophilic and gay-appealing. Each time, as you see their ads, you feel slightly shocked. Sex is marked as dirty and evil in our society. It is not decent to speak of sex. It is not customary to reveal you sexual desires. Frank expression of one’s sexuality is viewed as unethical and improper. Especially, if sexuality is untraditional or teenage. The debates around pornography are still hot. In times of CK’s campaign they were at their peak. The war on porn started in 1980s guided by feminists Andrea Dworkin, Susan Brownmiller and Gloria Steinem. Church joined in. The anti-porn campaign was so aggressive that another feminist wing even started to oppose the anti-porn movement. Dworkin’s famous Pornography: Men Possessing Women was met with a mixture of trepidation and inner protest and anger. Many women were caught into double bind: they felt that watching pornography was