Research: Advertising and Branding

Levi's "Sea of Blue" 2017 Commercial

Levi's "Circles" 2017 Commercial

It is evident in both of the adverts that America and American teenage life is represented because they both use upbeat songs in the background and both include energetic dances and movements to appeal to a younger audience.

American teenage life is represented in the "Sea of Blue" advert particularly because the actors and actress' are all young adults/teenagers. This allows teenagers to relate to the people in the advert, and also encourages younger people to buy the product. The whole advert itself creates a picture of what American Teenage life is like and what it is about. For example, people of this age group elsewhere in the world would be lead to believe that teenage parties often take place at pool-sides. The behaviour of the actors on the advert is also interesting as almost everyone is occupied on their phones, which does happen in countries all around the world, not just America. However, the two main people that the commercial focuses on are not on phones and are the only ones that appear to be wearing Levi's products. This implies that by purchasing and wearing the products you are more likely to have a good time, which will influence teenagers to buy the product.

In the "Circles" advert, conventions are broken as it isn't a typical "teenage American" set. This commercial includes people of all different races and ages all around the world advertising the product. This advert doesn't only represent teen life in America, but it represents lives all around the world.

Teenagers living in Britain will view both adverts and be attracted to the cultures advertised. American culture is a culture that British youth will be drawn to as it is such a popular culture to be used in many adverts. In the "Sea of Blue" advert, American culture is heavily used which is represented with the pool party. This attracts teens from different cultures as it is something different to what they are used to and find it intriguing.

Both adverts use dark lighting and colours. This is typical for teenagers as they are stereotypically "moody", therefore darker colours imply that the product and advert is for teenagers.

Especially in the "Circles" advert, I believe that Levi's doesn't seclude cultures and that all cultures are equal. I think this because oh wide range of cultures and race is featured in this commercial in a positive way where everyone is dancing and being energetic. This shows that Levi's doesn't target just one target audience, and that it is worldwide.