Comparing Three Advertisements for Levi's Jeans

Levi's brand created an image of youth and freedom in the adverts. The

American dream is normally created as a materialistic society in which

people desire money and possessions; it is shown as a hot, sunny

paradise. In many ways the Levi's adverts are associated with young,

unconventional, even rebellious people of whom people are envious or

disapproving. In the adverts the men are usually presented as rule

breakers whom the women follow. In a reversal of the normal

representation men are also presented as the object of sexual desire.

The images are created in the Levi's advert with the type of people

who are young or old. Youth is created in the Levi's advert by the

people around the scene. In the launderette when the young man sat

next to a fat old man, it projects the young mans youthfulness and

makes him appear better looking.

I will be analyzing the following adverts, Russia, Launderette, and

Pick-up, in that order.

The Russia advert is taken place in an airport during the winter in

Russia, and is filmed in black and white, it is the first thing you

notice when watching the advert. It suggests to the viewer the advert

is serious, but boring, old, and business like. In the beginning there

is a long shot of a customs hall and a mix to close-up of a poster of

Lenin shows its an authoritarian regime like Saddom Husscins. There is

a pan to long shot of the traveler who stands out and arouses

suspicion making the viewer suspect he is a rebel as in the other

adverts. A mix to medium shot of the baggage check shows a suspicious,

cautious society. In a close up of the contents of the case there is a

magazine with James Dean that...

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because when the herded the song they thought of the song and it

raised brand awareness.

The adverts analyzed were powerful ads in the 1990's because they were

the first of their kind. They made people see adverts are powerful

tools in marketing goods, and can influence the audience. The targeted

audiences for all three adverts in the 1984 were age 16 to 25. As a

girl at age 16 you tent to like older men and have a little bit of

money, and as a boy at age 16 you tend to want to be like an older

man. At the age of 26 you find your self-becoming older and wanting to

settle down. The jeans are made for young, fashionable, rule-breaking

people. The Levi's European advertisement campaign that ran from 1984

to 1990 was successful because it is still talked about today and is

known as the ads that changed the world.