초록
"One of the old civilization for human is maybe wearing clothes. The reason of wearing clothes are not only cover part of body but also protecting body and proving someone's social position. In resent day's society, some one who wearing underwear have several means for each person and in other hands consumer will buy underwear for variety purpose. Also advertising agency using an advertisement as tool for selling the products to the consumers. In this research I try find out the meaning of Calvin Klein's men's underwear advertisement's image and a symbol to the consumer, among them look into the sexual things. An attribute of the advertisement for underwear, related sexual relationship can express sexual part and they are settle up together. More and More sexual things in advertisement image can give for long redeeming the time to person. Therefor many advertising agency and company have been tired sexual image in their advertisement. From today and in the future many advertising agency and company have to continued development of this kind advertisement. In today our life, each person's has different taste and philosophy in their life. It looks like he get the own showroom that express his life style and taste. For this kind life style, we can thoght at a specific model to how can our life going to be. In other words, human thoght that looking a specific model's fragmentary photo image can feel like steal a glance other person's life and there for human can express them self as like model. Calvin Klein's models are very hansom and have a attractive body, so whoever saw the advertisement thoght that if they wearing the same underwear they can look like the model. In 1980's new style of advertisement effect to the people thoght that is selling sex in his advertisements. After that in 1990's other men's underwear company using the sexual strategy they can get a big growth sales. Now most other company has been continued develope make advertisements sexual image in their advertising announcement.
