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Analysing a Levi's Jeans Advertisement

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Non Fiction Coursework: Advertising Advertising is a good way of selling a product; part of advertising is how you advertise the product. Nowadays advertising products on TV has changed. Adverts now rarely focus upon the actual product and its quality and functions, instead they surround images that associate the product with power, independence, success, sexual prowess, masculinity etc the things to which most people aspire to be. Famous people are frequently used to give the product or company prestige, and to appeal to the public. The audiences mainly targeted for these advertising schemes are little children; Teenagers; Ambitious men; Adult women; Couples; Prosperous older women. Advertisements are used to increase the sale of a product and so choosing the right time to show a commercial is vital. A Company won't show an advert aimed at children late at night, when they know their target audience won't be watching. Children's products are usually shown in the morning and in the early afternoon and products for adults are shown later on. Good examples of advertising techniques would be the Levi adverts. ...read more.


At the end of this commercial the text "Now available pre-shrunk" is displayed. In this advert the image of a typical single male seems to be portrayed. The man is conventionally good looking, with a good and fit body, and we are led to believe that he is meeting a girl. This is how a lot of young men at that time would wish to be, meaning that many viewers would aspire to wear the jeans which would make them more good looking, and more likely to get a woman. Another Levi advert is set in the middle of nowhere, and begins with a man and woman standing next to their broken down car on a road which is surrounded by open space. The man is not what would be described as conventionally good looking, wearing a suit and thick glasses. Could be known as a 'Clark Kent' figure. A good-looking man stops and gets out of his car to help the couple. This man is again confident and well groomed, along with wearing Levi's jeans. ...read more.


We notice that the bumper falls off and not the Levi's, which is showing how strong they must be. This advert depicts the man wearing the jeans getting the girl, while the other man is left behind in more ways than one. The man wearing the jeans being admired by the woman seems to be a pattern throughout these commercials, as it has not yet been the woman who wears the jeans and attracts the man to her. Throughout these adverts the men are all conventionally good looking, the woman are usually fairly attractive also. They all appear to have confidence. Also others always admire the men that are wearing the Levi's for their jeans, and they always get the woman, as opposed to the men who aren't wearing Levi's which in one advert one such man got his woman taken away. Overall there is the portrayal of people that wear Levi's being better looking, admired by others, and being attractive to others. This would convince many people to purchase the jeans. ?? ?? ?? ?? Luke Danton ~ 10 Manns I 1 ...read more.

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