In this ad for Calvin Klein Jeans, the attention is first focused on the woman sitting in the black car to the left. Her bare legs rest outside of the car, and her bare arms drape around the steering wheel and driver's seat. The yellow tank top saying "Calvin Klein Jeans" she's wearing is the focal point. The jean shorts she's wearing can barely be seen. A few accessories highlight the outfit including her rainbow colored bracelet, silver necklace and studded white belt. The next frame shows Calvin Klein Jeans logo superimposed over the empty black car.The sex appeal used here is a little more subtle than ads with scantily clad women. It's used mostly by the shortness of her shorts and her thin body. Essentially, instead of seeing the jean shorts, her legs are more prominent, making a female audience think that by wearing those shorts her logs will also look that good. I think this is actually a very effective ad because it doesn't reveal too much, yet it also sells the product. Another view would be for guys. She's sitting in a nice looking car which would also attract the male audience into buying into the ad. They may suggest a girl by those shorts as well.
Using the pathos tactic of over-sentimentalization, the ad also enhances its appeal. This ad is supposed to be for Calvin Klein Jeans, however, only a fragment of the model's jean shorts can be seen. They are covered up by her legs, and the fact that she is sitting down. The purpose is for people to want the jeans because of hew the model looks and not because of what her shorts look like.. Besides the logos, the audience wouldn't know what product the ad was trying to sell. But overall, the ad seems effective because of its sex appeal.
