The Levi advertisement of my choice is the one with the caption 'separates the men from the boys'. I chose this advert in particular because it has a typical storyline that is easy to follow through and it really sells the product using the music, characters and props mainly catching the audience's eye.
Levi jeans are mainly targeted at the younger audience, although jeans in nowadays are very popular and a variety of age groups now wear them. Levi in particular is associated with the younger audience because they are more interested in what's in fashion and designer labels than the older generation, also as the advert contains younger characters this usually creates an attraction between the audience and them.
The storyline in this advert, as well as most of the Levi adverts, is that the 'guy' gets the girl. The "knight and shining armour" rescues the "damsel in distress" and whisks her off into the sunset.
The effect of this is that the audience relates to the characters because the storyline is familiar to them. This sells the product to men because they want to be the man who all the girls fall for; they want that sex appeal. Therefore, they buy the jeans. This sells the product to women because they realise how good the Levi jeans look on the men, and so they hope for the same effect on them if they purchase some Levi jeans.
The characters used in this advert are based on opposites. It's usually the young, good-looking and attractive characters that are chosen to wear the Levi jeans and the ugly, not very appealing characters chosen at the background. In this case, there is a comparison between the Levi man and the 'nerdy' boyfriend. The better looking the main character is, the more...