http://www.youtube.com/watch?v=qfYmwaf89UE&feature=fvste3Levi Strauss and Company offers one of the most popular jeans to the world. To emphasize and inform about its great jean, the company creates unique advertisements. In the particular ad titled as “Levi’s Odyssey,” the jean allows the man and woman to the next stage of life and presents freedom. And, the classical music from Sarabande written by Haendel adds to the ad’s serious but passionate atmosphere. The ad successfully features the product by sending strong messages to young people.
When the ad starts, the man opens the door and steps back. After presenting the determined expression on his face, he runs to step outside of the room. Then, he enters to the next room by breaking the wall as he runs. Without anyone’s help, he continues to run into the wall and pass a room after another. Then, he meets a woman. Together, they break into another world by jumping out through the brick wall. Eagerly, they climb up the tall trees. Eventually, they achieve freedom as they run into the sky. In the end, the ad reveals its message “Levi’s Engineered Jeans, Freedom to move.”
The appeal to the need to achieve plays the essential role in this ad. In order to achieve freedom, the man and woman never give up running despite they face obstacles, such as thick walls and tall trees. Through the appeal to the need to achieve, the ad sends message that young people who wants to achieve freedom shall wear Levi’s jeans.
Targeting young people, the ad capitalizes not only the quality and freedom, but also the independence obtained by wearing the jeans. Representing the stages of life, the rooms the man and the woman break into are achieved by his and her own power and will. Also, even after the man meets the woman, they each continue on their own path and do not disturb each other. This further stresses the independence.
Eventually, the ad does not simply ends saying, “Buy this jeans.” Rather, the young couple pulling all their passion to achieve the freedom “energizes people, causing them to strive in their lives and careers.” (Jib Fowles)
It is just funny the kind of images that advertisers use to obtain their audience attention as well as to sell their product. This advertisement seems to be positive and it is being target to young people, it could be sending the message to not give up even though we have obstacles because obstacles are part of what life is. This ad seems to demonstrate that whatever a man can do so can a woman. Both the woman and the man show independence. I also think this ad appeals to the need of prominence because it demonstrates to be respected and admired after overcoming the obstacle of the walls and the big trees as well as the obstacles of life.
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