Levi’s Adverts
The recent adverts for Levi’s are strongly focused around America and American teenage life.
In the Levi’s advert ‘beautiful morning’, we see a man/boy sneaking out of what appears to be a one-night stand and acting in a very typical ‘boyish’ way as he struts down the street in his Levi’s. He acts quite cocky and full of himself. The shot is a long shot so we are able to see exactly how he struts down the street - we can see his whole body as he does so. This can be linked to Stuart Halls audience theory, as a leather jacket is a "recognised convention" of a typical 'bad boy', making the audience believe that that is exactly what he is. This meets the audience's "expectations" of someone dressed this way and walking in this style.
It represents American teenage life to be quite scandalous with the boys being ‘bad boys’, and the girls being a bit more sensitive as the girl can be seen shaking her head when she wakes up and notices he has left. The boy enters what appears to be a coffee shop and he seems to be quite flirtatious with the waitress, this links to Stuart Halls theory of representation as it represents him as being a ‘bad boy’ and being very confident and cocky. This meaning is given to him through the way he is depicted with his flirtatious actions, just as Hall says. However, at the end of the advert, we find out that he went to this shop to get the girl breakfast and bring it back to her in her apartment.
This instantly changes our view of him and makes him seem very sweet. He is now represented as being caring, as though the males and females have reversed roles. So overall, after this ending, I would say it represents Americans as being thoughtful, especially the males.
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The other advert – ‘Beautiful Morning’, would be attractive/
seductive to British female teenagers as the boy that is featured is very
charming and caring, like every girl would want. He appears to be a ‘bad boy’ at
the start, which might attract or seduce some girls as it is, but when he shows
his thoughtful side at the end, most girls may be attracted to him.
I think the ‘circles’ advert erodes cultural differences because
every single group that is shown dancing is from a different culture/ race.
There are Jews, Muslims, black people, white people, Asians and more. The
advert shows all of them dancing and having a great time, they’re all united
through a common interest, which is their jeans. It shows how all cultures have
fun and are actually all very similar in terms of how they have fun. They’re
united through their Levi’s and I think this is a very clever and subtle way of
eroding cultural differences.
A good hwk here but i think you could develop your use of media terminology. Also add more on representation and try to include Hall's represetational and audience theory.
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