Advertisement 67 shows the text “Now available stone washed” at the end, as in the past people would wash their jeans along with stones to create a stone washed effect. This advert shows a slick, clean cut, confident, good looking chap walks into a laundry mat. He instantly gets the attention of the opposite sex, as he strips down to his tighty-whiteys which can be noticed with the contrast of his jeans and tanned skin. He places his jeans in the washing machine and then adds a bag of stones into the machine. This shows a sign of confidence and boldness.
In the ‘Military sending off’, advert 68, it shows that the soldier leaves his love letters, pictures and his valuables, his pair of Levi’s jeans. This gives off of a sense of compassion, what better gift of love to give to your sweetheart than your Levi’s. In those times a woman wouldn’t go out of her way to go shopping for a pair of Levi’s. So the only way a woman could possess a pair of Levi’s is if given to her as a present.
In ‘Now in black’, advert 69. It blatantly says ‘No Blue Jeans’ at the entrance to the nightclub. As one male wearing blue jeans tries to get into the club, but gets rejected at the door by the bouncer and points to the ‘No Blue Jeans’ post which was posted up by him. This sign gives the suggestion that this isn’t an ordinary club that accepts just about everyone, it only accepts people with a sense of maturity and class, making it a classy destination to get away from tired, played out, immature blue jean wearers. It’s designed for people that want to go out and dress to impress. Levi’s is trying to point out that they can make jeans that aren’t just for everyday life, but also for the nightlife. So they came out with black jeans, might I add they were the first to come out with the black jeans line. As black jeans don’t apply to the rule of ‘No Blue Jeans’, this bends the rules of what is considered acceptable as dress clothes.
In ‘Eddie Cochran’, advert 70. It shows a woman getting ready for a party, but doesn’t know what to wear to make an impact. She tries the dresses but decides to put on a shirt and some Levi’s slacks and go with the cool look. Everyone has snappy clothes but her, she feels out of place, but the host, Eddie Cochran is also wearing jeans. This gives the female a sense of acceptance and confidence to party on.
Levi’s have become fashionable, but still remember what they were made for, to be strong and durable, and what way to show strength in advert 72, ‘Pick-up’. It portrays the Levi’s man as a strong manly kind of man that is wearing the jeans that people have fallen in love for. While the weaker man is a goofy, behind a computer type, big ugly glasses wearing loser, you can just call him a geek. The geek can’t get his car to work as it broke down in the middle of the American rough terrain with his possible wife/girlfriend/daughter. As the Levi’s man drives by the road, he notices that the pair is having trouble, so he comes back to hand a little roadside assistance. Since no one has a rope or any kind of equipment that could latch both the vehicles together, the Levi’s man takes off his denims the female in the scene takes a notice. He uses his jeans as a rope and joins the two cars together. He then gets into his van and beckons the woman to him. As the geek gets back into his vehicle the girl decides to join the Levi’s man in his car. As the Levi’s man changes gears, it has some sort of sensation and you can tell the female is head over heels for this guy. Unexpectedly the two cars part, but the denims hold but the geek’s front bumper is too weak too hold. This means the Levi’s man gets the girl.
In the ‘Beach’ advert, 74, it shows Levi’s as a woman magnet. It attracts a woman to go and try to steal the beach Levi’s man jeans, but his trusty dog keeps his property safe until he returns to his jeans. When he returns he notices the female in his jeans. But instead of getting angry, there is some chemistry between the two. So the jeans picked him up a chick basically.
In the ‘Office’ advert, 75, it shows a rebellious side. A typical Levi’s man on an all American Harley-Davidson roles in to an office building gets all the attention from both sexes. There is jealousy and envy by the males, while the females lust after him. He picks up his woman, gives her a pair of Levis and the rules change. They leave in style with the roar of a Harley.
Who wears Levi’s? Easy! The people that wear Levi’s are young, white, slick, confident, fashionable, rebellious go-getters. The people who wear Levi’s get what they want, when they want. They have a sense of immense confidence and a hint of rebellion inside of them. These jeans make the man. But woman also where Levi’s, but the way they get their hands on them are a bit different. They either Levis-nap them or be given them as a present. Woman are somewhat patronized in these adverts. 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.
Jeans have come a long way, from work wear to everyday life wear. But Levi’s was always at the forefront of fashion and the Jeans Revolution. It began with blue jeans the pre-shrunk, stone-washed and black jeans.
The main purpose of the Levi’s adverts is quite simple. They show Levi’s to have sex appeal, impact, fashionable and a sense of value. Basically women want men with Levi’s while men want Levi’s for the women.
