The spoof ad “Obsession Men” is a statement that the ad for underwear is really selling obsessive insecurities.
The essential difference between this ad and the ad which is mocked is the forwardness of the message. The viewer is aware of what the mock ad presents: they are consciously thinking about insecurity. However, when viewing the real Calvin Klein ad, they understand this message of insecurity on a subconscious level. This is an essential problem with advertising: their effectiveness is not direct. It is not a conversation between the advertiser and the viewer, but a subliminal messages received from the advertiser to the viewer. They aren’t selling a product. These ads are not about underwear. They are selling us the subtext of whatever ever ideal their underwear represents: You cannot look like this, but we can help you get closer than you are.
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