LEVI AD

I decided to use the Levi Strauss Ad campaign because this is the particular type of clothing that I have been wearing for the past year. This particular ad campaign is known as 'RED TAB ON 4 LIFE' because they are trying to develop the impression that the clothing and the indivdual are not created seperately. The ad that I chose has a man and a woman standing side-by-side, hanging on a clothingline outside of an apartment building. The male and the female are both topless, which tells the viewer that this particular advertisement only deals with the jeans. For that matter, they are not wearing any clothing but the jeans. This is done to further amplify this fact. Also in this ad they are wearing jeans that are soaked with water. The pants are soaked with water to show why these jeans are being hung outside. The only thing that makes this ad unbeleivable is that these jeans are being hung by the person that is wearing them and are not being hung by the person that is wearing them. Typically one would just hang their clothing on a clothing line and wait for their clothing to dry, but Levi decided to show how their clothing represents a particular lifestyle indicative of the working class male and female. Issues of social identity are definitely represented in this picture. In this particular ad one is able to see that on other floors there are clothes that are already being hung out of other windows. Because of this, one can conclude that this Levi ad does not specifically deal with male and female clothing; they are trying to incorporate both sexes. This is done to broaden their capital and from the viewers perspective it does not discriminate or leave out males or females. This ad also speaks to a particular social class. I would say that the male and female who are hanging from this particular clothesline are of the working class because the upper class would not hang their clothes from a clothesline. In the ad these youths seem like the 'new age' because both the male and the female models seem to be in their mid 20's. If they are in their mid 20's and are apart of the working class then one can assume that they work in their jeans. One can assume this because the clothes that they wear represent 'RED TAB ON 4 LIFE'. The '4 life' tells the reader that the clothing is used for all facets of day (work and play). If the individual and the jeans are inseperable then they must be worn during all times of the day including work. This shows that the brand is not only made for social gatherings such as parties, but they can also be worn for work. These particular jeans fit the 'new age' lifestyle because they are rugged, yet casual, and seem to replace khaki's on the list of 'work wear'. The buidlings in this particular picture seem to be the same, which tells the audience that it is an apartment complex of some sort. This tells the viewer that these people are of a certain social class. They are not elites, because as said before, the rich do not hang their clothes from windows. This ad tells its viewer that it is cool to wear LEVI's because young vibrant youths wear them. This means that these clothes are not just for youths, they are just targeted at youths so that older age brackets can see the image surrounding the particular line and potentially buy the product. They would buy the product because it represents everyday wear and because they represent a casual feeling, that in turn represents comfortability and maneuverability.