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Analytical Expository Essay The Calvin Klein 'Eternity Fragrance' advertisement intended for the Cleo October 2003 edition magazine contains various discourses through visuals and texts that reflects mainstream ideologies. Discourses such as gender, family, class and sexuality are scattered throughout the advertisement. The discourse of class is shown by the black and white pictures with a lady, man and child reflecting mainstream ideas. Thus, it shows typical gender and marital roles of males and females in society. The discourse sexuality effectively shows signifiers of the heterosexual couple in the advertisement. Signifiers that connotate the family discourse are constructed visually through the pictures and text. The gender discourse, however, portrays the characteristics of both male and females. These discourses in the advertisement effectively position the target audience to accept mainstream ideologies and encourage them to purchase the product. In society men are seen as masculine and powerful human beings, which relates to the...

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