Also in each advertisement are common motifs and ideas that all contribute greatly to the influence of Mythical American society. One of these is the different body actions and dress sense unique to each individual character in the adverts that represent the same things at a basic level. Things that are sometimes easy to notice within the advertisements include direct eye contact that is apparent in most ads. This expresses the idea of intimacy and seduction as well as an interest in each other, but sometimes it represents conflict (this is mostly so with the ‘younger’ and ‘older’ generations). This conflict is apparent in “The Launderette” where an older woman with children stares at the male with the Levis as if in disapproval. This element of disapproval towards the older and younger generations is also another element of Mythical America which deals with conflict and challenge between each one. The use of Mythical American ideas is also a repetitive use of flashy cars and big, shiny motorbikes which shows the rebellion of youth society in order to gain freedom by escaping the confines of the older society which appears to be boring, common and restrictive. The flashy cars also represents the idea that Levis jeans, in addition to the fictional, mythical America are ‘cool’ and ‘sexy’ plus it being appealing to young men. Also to be taken into consideration is the fact that it is always the ‘cool’, calm and collective man with the Levis, again appealing to young men who wish to look ‘trendy’, however this isn’t the case with the “Eddie Cochran” advertisement in which it is the young woman with the Levis rather than the man.
The original briefing of the “Bartle, Bogle and Hegarty” Advertising company was to advertise the Levis jeans in a way that the jeans would appear appealing to the younger generation, especially young men. To appeal to the males they use separate methods. An example of one of these methods would be the mixture of younger, attractive women along with a sexy atmosphere. A perfect instance of this is in the advert “Refrigerator”. “Refrigerator” is set in a dusty, American, desert highway bar or station. The atmosphere is very hot, dusty and sweaty. It begins with a view of the highway, the camera high above the road, extending towards the horizon. A few seconds after the advert starts we see the entrance of an old man leaving a truck and entering the traditional, Mythical American bar as the camera pans down. This man is an ideal example of the older, dirty, almost disgusting generation. As the old man sits down in the empty bar the accompanying music impacts the mood of the bar, a mood often associated with sexiness. This adds to the sexy and mysterious atmosphere already set by the environment of low light and dust inside the bar. There is an older couple sitting behind the man that has just entered, seemingly part of the idea of the older generation having a very restricted lifestyle. The young and attractive barmaid behind the counter serves the old male a drink as a younger, ‘cool’, well built male, glistening with sweat from the heat. He is obviously the representation of Mythical American freedom. As he comes down the stairs we notice that he is wearing nothing other than a white shirt and white boxer shorts symbolising the typically clean Mythical American culture look unique to the Levis jeans advertisements. While the ‘cool’ man walks towards the woman he instantly makes direct eye contact with her giving a sense of seduction and intimacy. He continues on walking towards her, further and further forcing her to move back until she touches the rear counter and can move no more. As soon as she touches the counter he opens the refrigerator door. The way he opens the door is very slow and intimate as though he was so free that he could take all the time he wished rather than taking the women. The light that emanates from the compartment isn’t very bright but as the camera show shows the jeans, right in the centre of the shot attracting the viewers’ attention towards that and nothing else. The male takes the Levis jeans out, again, slowly and smoothly. The young man slowly puts on the jeans; even the way he does it is intimate and ‘sexy’. By this time everybody has his or her eyes towards him, the old man at the bar stares in what seems like disgust towards the younger generation male. The shot then turns to the older woman, of which her older husband stares disagreeing, who stares in admiration and intrigue also in jealousy as she represents the older generation’s sadness due to the fact that they were themselves unable to have the freedom that the current young generation had created for themselves.
The camera shot is then redirected towards the jeans wearer, he has finished putting on the Levis and picks up a leather jacket (another symbol of Mythical America and toughness). He looks at the barmaid and appears to have a slightly seductive smile. The camera shot of the Levis wearer walking out of the station also includes the earlier old man staring at the young man. The barmaid follows carefully behind as if going to give some sort of goodbye gesture, but instead she stops at the door, as the camera follows the male we again see the dusty highway outside, we can also see the male as he climbs onto a shiny looking motorbike, symbolising youth rebellion and freedom. . The rider then rides off into the sun setting on the horizon and we are then shown the attractive woman staring on intently from the door’s archway, we are able to see a small glance of her biting her lip, a common seen symbol of attraction. This advertisement is mainly different in the fact that unlike the others, the woman doesn’t follow or go along with the man wearing the Levis. This advert is more proof that the advertisers were basically saying that those who wear Levis are becoming an individual and distinguished from the rest of society when in actual fact you would become one of many.
The idea of using Mythical America in all of these adverts was probably one of the main contributions to the incredible increase in Levis sales after they had been aired between 1984 and 1987. The estimated increase of Levis sales was 20 times more than original. This was probably due to the fact that the propaganda of coolness linked with wearing Levis appealing to the young males towards whom it was aimed at.
In conclusion the Levis jeans were very effective in increasing sales, this is further proved by the fact that even the sales of white boxer shorts had increased as they were repeatedly shown in the Levis adverts as a sign of how clean and ‘cool’ the younger generation would be if they wore that type of clothing. Along with the idea of Mythical America and complex motifs and ideas shown in the adverts the advertising was definitely very successful.
