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“Ads use visual images of men and women to grab our attention and persuade. They are really projecting gender display - the ways in which we think men and women behave – not the ways they actually do behave (Goffman 1976)”. Calvin Klein campaign ads are reputable for objectifying and hyper sexualizing women and men since the start of the company four decades ago. Calvin Klein’s Spring 2016 advertisement campaign launched with the slogan concept “I ____ in #mycalvins”. This campaign featured numerous celebrities, objectified and sexualized, to promote the company’s new collection.

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Marketing is a great way of promoting and influencing trends, products and convincing buyers to buy. A specific issue can raise concern on how more and more campaigns are miss leading because of the use of  “white lies” to increase consumer spending. Some famous companies such as Fit Tea, Protein world and many more,  encourage weight loss and promote their products as perfects tools to achieve this goal. Many marketing methods of persuasion used can be easily manipulated to trick the consumer.

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