Recent Levi's advertisement.

This advertisement shows two people, a man and a woman standing on a high platform above a city. This ad combines several characteristics which should be associated with the product. The height of the platform and the dark sky as well symbolize a kind of wildness, lust for adventure and the attribute of overcoming limits and boundaries. Both persons, especially the man are wearing mostly jeans which attracts the viewers attention. A possible association could be that levi's jeans are making you to an adventurer. The phrase "stuck on you" is ambiguos, since it could relate either to a person, the platform or the jeans itself. This gives a note of irony and humor to this advertisement as well.

Although the relationship of a man and a woman is illustrated, this ad adds new elements compared to the advertisement of 1979. Especially the focus on danger/adventure and the ironic phrase is new and makes it more complex.

Levi's advertisement from 1979

This advertisement shows two people talking to a girl in rollerblades. The girl obviously speaks to the boy wearing the levi's outfit whereas the other one looks envy. The message is that wearing the levi's clothes attracts girls to you and makes you more interesting. Another interesting fact is that this happens on a "normal " street. This creates as well the image that levi's jeans make your everyday life more attractive.