Levi Jeans

Jeans have a long cultural development in this country; they started out as a staple for the poor and working class, got picked up by movie stars wishing to look rugged, and now have become one of the most versatile clothing choices for all consumers.  The signifier ‘jeans’ represents not only a broad range of colors and styles but also represents America’s past.

In this Levi ad, strong American themes are strewn throughout. The marketing team uses many reds and blues with a background which probably is meant to look like New York City. The model’s stance is confident and sensual which creates a signifier/signified relationship between wearing Levi jeans and being sexy.  It advertises to young adult consumers who wish to look like the confident model pictured.

The advertisement forces you to make a position on the acceptability of heavy provocative themes in a magazine ad. The blatant sexuality can either turn away possible consumers or attract them. American culture today is much more responsive and accepting of sexual advertisements than it used to be. In our culture today sex sells, which Levi brand has taken full advantage of.