Choose three advertisements from the Levi's television campaign and analyse the techniques that made the campaign a success

Laundrette

A car up on the sidewalk with a G.I standing on the street. The door of the laundrette is open to let a young sexy male protagonist who look at the camera and take his glasses off. Two little male kids look at the protagonist as the rebel until being pulled away by a mum of middle age woman. The muscular protagonist walks up to steamy red-hot machines to drop a sack of rocks into one of the washing machines. The then starts to do a slow sexy strip as the camera takes a close up shot from his feet to his face, while going up the camera man takes a close up of a close up of the groin to make men think the jeans make women want sex. The camera looks around the shop to see different emotions shown off by people like the two women giggling. The protagonist then sits next to an old man. The old man looks annoyed, as he is not fond of this kind of behaviour and to finish the add fading up shot is used to show the red white and blue logo flowed by the now available in stone wash.

Refrigerator

An old man walks in to a western dinner with a young hot waitress serving. The old man places an order but just then the camera turns around to show the sexy masculine protagonist walks down the stairs with a hot western landscape and steam coming off hot tempting body. He walks up the waitress who gives the impressing of love at first sight while leading him to the bed but the he then stops. To open the refrigerator to take out the ice cold Levi's the puts them on and again there is a close up of the groin. He then gets onto his motorbike and rides off into the distance. Followed by the famous red white and blue Levi's logo.

Pick up

A well off educated man is immovable on the side of a hot western road he gets out looks into this steamy engine while a woman who could be his wife is sitting in the passenger seat waiting to be saved. Then a young rebel stops his pick up truck to help the man the woman gets out to take a closer look of the young sexy male. He takes off his jeans and tells the woman to get into his car and rich man is not happy but still lets her. The rebel then tights the cars up using each leg on each car. The young man gets in to the truck and tows the broken car. The car is being towed up a hill and half way up the bumper of the pickup truck falls off to leave the rich man to roll to the bottom. The young man get the woman and gets away then again you get the red white and blue logo of Levi's.

In Laundrette there is a large exploitation of sexual imager. The sex come from the connotation or objects used this is very good to sell the product. We can see that when he walks to the washing machines which are steamy hot machine which give the connotation of sex and a must get image. A firm can just use sexual imagery once but they can also be done on one occasion, as they are different form of sexual imagery. The seconded time sex is used in this advert is when he takes his clothes off slowly to show a relaxed type of sex. Repetition and culture are link into each other as the culture of Levi's is used to represent images like when the two kids look up to him, they see him as a hero just like James Dean the jeans wearing young hero. They also use repetition like man or woman taking off their clothes and the close up of the groin. Levi's also fond of show off that they are American by using the red, white and blue logo to represent the American flag.

In Refrigerator they still use sexual imager in the same was but with a difference plot the still use the steam, the masculine bodies and this time they show a woman who like his because of his jeans. They also have used more of the culture within this advert by adding the western dinner and the sandy landscape. They use repetition like the idea of a young sexy hero. Levi's also have the same logo and close up of the groin.

By the 1990 the advert pick up was completed and over the 6 years there was no difference from the first advert. The had still look the same like the close ups, the logo, the rebel, the sex, the woman and the young sexy man still stayed the same but the adverts were like the same thing as before although the story would change. The success of the adverts were the setting the ideas and images which would make men buy the jean for them selves and woman buy them form there gentleman as it give the idea that he man isn't sexy it's the jeans which make you sexy.

By Jigear Patel