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Analysis of a Levi's Advert

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Russia The first thing we notice about the advert is that it is shot in black and white, supposedly to show the severity of Russia. It looks like an olden style black and white film, and feels very retro. The advert starts off with a close up of a picture, with the face of the Russian leader, Lenin. As the camera moves down, it shows a traveller about to go through customs. The camera then zooms in on the baggage check, and the traveller's face soon turns anxious. The inspector or the customs officer then checks the baggage, with a sinister look on his face. The traveller obviously has something to hide judging by the look on his face. The customs officer almost instantly guesses that something's wrong. There is a magazine in the bag with a picture of James Dean on the front. An important military officer walks past, which turns the officer's attention to him. He is obviously someone important, as he salutes to him. Straight afterwards, after the person has walked past, the officer closes the case of the traveller indicating that he is totally clean, and can go ahead. The next camera angle is that of a long distance shot, showing him alighting off a bus. ...read more.


The driver is unsure, as he wants the jeans too, but he also wants the money. The next camera angle is of the woman in the car, who sees the driver return to the car with the money in his hand. The woman is delighted! But as soon as the driver opens the car door, we see that the driver has sold his jeans, and is wearing a pair of swapped trousers. The woman collapses in laughter, and the driver ruefully enters the car again. The camera then shows the man in the pawnbrokers, with the receipt for the Jeans, and the pair of jeans, being put in safe storage. The caption then reads, "Originals have always been sought after". Launderette 'Launderette' shows the text "Now available stone washed" at the end, as in the past people would also often wash their jeans along with stones to create a stone washed effect. This features another conventionally good-looking man again, walking into a laundrette. He walks in and towards a washing machine, with two small boys staring and admiring him over the top of a washing machine, before their mother pulls them away. ...read more.


In this advert the woman does put the jeans on, and the man looks at her in an admiring way, but again it is the man wearing the Levi's that gets the woman and the woman that is attracted to the man, or to his jeans, showing how the Levi's are once again the reason that the man gets the woman. Summary Many impressionable audiences would believe that buying the jeans would make them instantly attractive, as the people featuring in these advertisements are, and seeing the man in the Levi's always getting the girl would be an incentive to many young men to purchase these jeans. Throughout these adverts the men are all conventionally good-looking, the woman are usually fairly attractive also. They all appear to have confidence, such as the young man who strips in the laundrette. 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. ?? ?? ?? ?? ...read more.

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