Analysis of a Levi's Commercial

Analysis of a Levi's Commercial

When jeans were first produced in the 1870's, the majority of them

were worn by miners, simply because of there durability. They also

became popular in the 1950's and 60's because movie stars used to wear

them and people, mainly teenagers, would copy what the actors in films

were doing and were wearing.

The generation of the 50's who were into Levi's jeans stayed in to

jeans even in to their adult hood, but the jeans didn't really catch

on with the new generation of teenagers. To overcome this problem

Levi's employed the advertising company BB&H to create a new range of

advertising to attract the younger generations of the 1980's. BB&H had

to create adverts which would make teenagers of the 80's become more

familiar and more attracted to Levi's jeans. They made adverts which

made it seem to untrained eye that it was cool to wear Levi branded

jeans. They would show adverts which showed 'cool', 'hot' and

'sexually active' guys, and girls, wearing the jeans, therefore making

whoever wears Levi's jeans, cool and hot. Also the image of being cool

if you wear Levi's has carried on into the Twenty First Century. They

are not as widely worn, but they are still one of the top brands on

the shelf. Since the 80's, the brand has always been popular, but as

the industry expands, so does the amount of brands to choose from, so

it gets harder and harder to stay up there in the top of the rankings

because there is more competition.

I have chosen to analyse the advert with the slogan 'separates men

from the boys'. This advert, like all the others, is set in America.

We know this because there are lots of American symbols and images,

like the American soldier, the stream coming out of the drain, the old

American style cars and the red base ball caps. The main plot of the

advert is a girl and her geeky male accomplice who are stranded in the

desert with their broken down car.