Entry #8 Be You :)

"Be you and only you! Find yourself at Levi's and show off yourself off to the world!" Being unique and having an identity that is your own and no one else's is the emphasis of this advertisement for Levi's. From the appeals to techniques and words used, the concept of "being you" is pushed.

In this image we see a model sitting in a plastic red chair. Everything about her pose reads unusual and peculiar. It definitely looks uncomfortable and impractical. This automatically excludes several basic appeals that are used in advertising. Her hair is frizzed out like a wild mane and she's also staring solemnly ahead of her. This whole image depicts an individual, an unique person, which perfectly ties into the need for autonomy, or to stand out in a crowd. The need for aesthetic sensations can also be applied. The odd positioning of the models body and the bright red chair she's sitting on work strangely well together in a sense creating an art sculpture.

The main and obvious technique used in this ad is Gestalt. It stands out from all the happy, bright, and pretty ads in the magazine it's in because of this technique. First off, the model is odd. Her sitting position is not an everyday sight, and her facial expression doesn't read the typical bright, happy, and pretty impression many other ads include. The background is black for the most part and there seems to be a spotlight shining on her in an empty and secluded place. Focusing on just the image in this ad, there is an incompleteness and confusion which actually works hand-in-hand with aesthetic sensation.

The words placed on this page reveal a bit more about the purpose and selling products of the ad. Behind the model there is the phrase, "Find your custom fit at Levi's stores and levi.com." From this, we get that the clothes are being displayed and represented in this image. In this phrase, the word "custom" backs up the idea of finding clothes that fit you personally and therefore being an individual. Therefore, there seems to be a positive connotation to this. As we look at the model, the Levi clothes are in tune with her odd position, making it look more comfortable than it would have looked like with possible another brand of clothing. She wears the clothes, not the other way around. Above in the right-hand corner are the phrases, "Levi's Curve ID," and "Go Forth." The first phrase definitely supports being unique with the term "ID" short for identification. The second phrase doesn't necessarily do the same but it's consistent with the model's forward stare ahead.

Throughout this ad, all its details, from the words used to the untamed hair of the model, the concept of individuality and freedom to be yourself is consistently expressed to show how great Levi's is at accomplishing this for people.