• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

A Study of Media Advertising consider why the two Levi's adverts are both successful

Extracts from this document...

Introduction

Media Assignment- A Study of Media Advertising consider why the two Levi's adverts are both successful Advertising, is a way of increasing the sales of a company, using subtle tactics to provoke the audience into buying the product. The more closely we analyse advertising styles it becomes apparent they do not only set out to sell a product, but an image and lifestyle as well. By stimulating the audience's fascination with sexuality they can be excited by a product without even realising it. A good example of this is Levi's. Levi's runs a very successful advertising campaign, unrivalled since 1853. L�vi Strauss, a French anthropologist came to San Francisco and invented Levi's. The jeans he sold were originally workman's jeans from Western America, which soon became a fashion item. Five generations from all global cultures have worn Levi's jeans as a symbol of freedom and integrity in the face of adversity, challenge and social change. They have been noted for their expensive, individual image and their button flies, also by selling the 'classic' 501 the jeans seem more traditional and irresistible. Adverts reflect the time they're produced in, their value and society. ...read more.

Middle

The subtext, like most adverts today, is sex, projected in a very tactile and sensually tangible way. Although the adverts are very varied, some of the ideology is very similar, for instance 'if you are in Levi's you are in control of your body'. Both adverts are about Levi's giving victim power. Levi's adverts are also incredibly suggestive, provoking thoughts and feelings of a sexual nature. The two Levi's adverts have more differences than similarities. The terminology in ad.1 has much slower editing (26 edits) than in ad.2 (52 edits). The camera work used in ad.2 is much more sophisticated e.g. long shot through door framing a girl. It also uses tilt-quite a modern technique, and reinforcements. Ad.1 has much simpler terminology and shows a recurring shot on the button up flies that ad.2 does not do. The colour use in ad.1 is very contemporary, bright blues and reds. The only thing, which is dull, is the old man not wearing Levi's. He is made to look humiliated because he is 'ugly' without Levi's. ...read more.

Conclusion

Ad.1 is lively, humorous and mischievous. There is a friendly, relaxed feeling. Levi's ad.1 is very Western American; it has no black people. Ad.2 is especially modern and it shows people from all cultures. What I find amazing, is the way that two adverts can both be so incompatible, yet so successful. Success, in Levi's case, is when a certain amount of fame, wealth or power is attained. The two adverts I am studying must be successful otherwise I wouldn't be studying them. There is so much information in such a short period of time, but we are still infatuated by its music, colour, humour and attractiveness. The adverts that make me laugh or make me cry are the most memorable ones because I relate to them well. If an advert captures the audiences' imagination, they will be a success. I really like these adverts, the more I watched, and the more I understood. They portray an image of real life in two different ways, which I find fascinating. The image of expense and dominance excels a controlling atmosphere. The adverts are all about love and lust, individuality and fantasy. By Ruth Knox 10DW 16/10/02 ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Marketing essays

  1. Analysing adverts in the media.

    car, as the audience for this advert is looking for how practical the vehicle is and how it would cope with their lifestyle. People reading this advert would tend to be adventurous, outdoor types and therefore the picture created would appeal to their sense of adventure.

  2. Free essay

    Compare the advertising campaigns for Benetton and Barnardos. How do both aim to attract ...

    be angry they are effectively being blackmailed emotionally and yet Benetton uses real life images and is criticized. "Shocking violence in the news is normal, but when you take the same photo out of the news and put a Benetton logo on it, people pause and reflect on their position on the problem.

  1. The two media adverts I have been studying and analysing are Bionicle and Barbie ...

    The effect of this is the Bionicle has more shots, which makes the advert longer and quicker as the Barbie is slow and short. This has and effect on the target audience as it is considered to be that boys like fast and quick adverts and that girls intend to like more slow and calm adverts.

  2. Moving Image - The study of at least 4 adverts, either of the same ...

    Reduced to boxer shorts he casually takes out a newspaper and sits beside the stunned girls and an older, less appealing man as if his actions were normal. Kamon naturally became an icon overnight. His character was bold and outrageous.

  1. Case Study Star Alliance

    Alliances were also a great way to force carriers' local strengths to build up the entire network's market presence. The structure also presented flexibility to alliance members. Such flexibility could be seen in their opportunities to negotiate a broad range of agreements with non-alliance members.

  2. How successful is advertising? A comparison of two adverts discussing the techniques they use ...

    I think not including all the other people makes the shot more personal. The advertisers want us to be captivated by her and having other people in it may detract from her and draw the consumer's attention away. All elements in the image are in focus.

  1. A Study of Advertising.

    If a product in an advert is being recommended or even designed by a celebrity we want it! Sometimes conventions attract people to an advert. If someone uses a phrase or saying regularly, then maybe hearing it often attracts people to an advert that includes it.

  2. Section 1: Promoting two products to two different market segments

    Insite: We shall be advertising 2 months alternate with MCAST. Half Horizontal - 6 issues = Lm30 2 issues x Lm 30 = Lm 60 MCAST Link: We shall be advertising 1 months alternate with Insite. Half horizontal - 6 issues = Lm 60 1 issues x Lm 60 =

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work