The Deadly Sins: Avarice

http://www.theperfumegirl.com/perfumes/fragrances/calvin-klein/calvin-klein-ck-free/

In this advertisement for Calvin Klein cologne, we see a man dressed in a white oxford, wearing sunglasses, and driving a convertible. The colors are all pretty much the same: whites, blues, and grays mixed in with browns and yellows. In the top picture of the man, most of the background is bright and white, while his face stands out with the shadow on it. His sunglasses are also the only other dark object in the top picture. In the bottom picture, we see a convertible driving in- what appears to be- a bare desert. The colors in this picture use more browns and yellows, except for the white "Calvin Klein" text. Overlaying this image is a picture of the cologne bottle, which is also white to draw attention to it. 

Looking at this Calvin Klein advertisement, we can see that the sin, avarice is displayed. Avarice is the "insatiable greed for riches". Because the man is wearing a white oxford, the audience is likely to associate him with business and therefore, money and/or success. The man's styled haircut also signifies that he is well-kept, even though he is not clean-shaven. His sunglasses look to be of good quality and expensive. Another example of how avarice is portrayed in this advertisement is through the convertible at the bottom. In this picture, dust is created from the convertible and is a symbol of speed, which can go along with greed. 

I think the intended audience for this advertisement is middle-aged men. The first thing you notice when looking at the ad is the man and then the cologne bottle, which is, generally, a product for men. I think Calvin Klein is trying to target middle to high class men with this ad. Calvin Klein is a pretty big brand name and they are known for being on the more expensive and luxurious side. Since the color white is associated with purity and cleanliness, it is attractive and desirable, especially for the upper class. Another thing to note is the convertible, which the lower class would not be able to afford. Through the enticing, impressive-looking man, Calvin Klein is trying to persuade men to buy this cologne to look like the man advertised. This ad allows the audience to catch a glimpse into the luxurious life of driving fast cars in the middle of nowhere with a cool pair of shades on, which may influence them to buy the cologne, in hopes of living the same life.