Q) How is America and American teenage life represented in the adverts?
A) In the first Levi’s advert American teenage life is represented as fun and exciting. The bright lights contrast with the night time sky creating a beautiful and perfect party scene. Lots of young people are shown to be there too in the shots which produces an idealised image of teen life in America. The girl is seen to be attracted to the guy across the floor due to them both not being heavily influenced by their phones - which implies that most teenagers are obsessed with technology-, and as the advert goes on they become closer until they finally kiss and fall into the pool. This series of shots create an idealism that you will find love in America and that when you are young you are free and able to express yourself. The mies-en-scene of these shots also allow the audience to be immersed in the atmosphere. The girl is dressed in a casual yet edgy styled outfit with simplistic makeup, implying to the audience that teenagers don't all wear a lot of makeup or go all out on their outfits in order to look attractive. The guy is also shown in a casual outfit which matches her style. This advert targets mainly a girl teen audience as it focuses on her falling in love with a guy, which links back to old sex stereotypes of that women should find a man to marry.
In the second advert lots of people from different ethnicities join together to dance and have good time together. Everyone smiles and enjoys themselves throughout the outfit implying to the audience that no matter who you are or where you come from you should be accepted and treated correctly without any hate. In todays modern world there is still a lot of bad stereotypes and representation of age, sex, race and religion, and what this advert tries to do is send a message to the world that we shouldn't stereotype. Many people who don't live in America would view this advert and think that America is accepting of all people, which creates a friendly atmosphere for the audience. At the end of the advert they use many tag lines including all of the different representations they accept and hope to unite, this ends the advert nicely obtaining their main objective of uniting.
A) Both of these adverts attract the British teenage audience as they want to be able to have fun with lots of people their age. The first Levi’s advert attracts them by idealising relationships and that if they were to be in America and leave their phones for a while they would be able to mingle with new people and find someone for them. While in the second advert many different people from different backgrounds come together to be one and enjoy themselves. This seduces teenagers in Britain that if they was to experience life in America they would be appreciated and accepted for whoever they are. This advert attracts to every teenager as they all want to be accepted for who they are and they may not feel welcome where they live. Although this is giving the audience a positive outcome of American life it is only an ideal image of what it could be. This misleads British teens into thinking that everything is perfect and that the ‘American Dream’ is real.
Q) Do you think adverts like this erode cultural differences? Give reasons for your answers.
A) Personally I feel that yes these adverts do erode cultural differences to some extent. With the second advert it defiantly erodes cultural differences as lots of people from different ethnicities come together and enjoy each others company through dance. This implies to the audience that we should aim to accept everyone no matter what their sexuality, race, sex or religion is. This also reminds the audience that we are all human and we shouldn't stereotype people which destroys the negativity around cultural assumptions. However in the first advert they mainly focus on two white people getting together in a heterosexual relationship. This doesn't expand to all people meaning it doesn't erode any cultural differences. Instead it still enforces the idea that all women should find a boyfriend in order to be happy and succeed in a modern way, influencing teenagers around the world that this is the normal. Overall I feel that company's like Levi's are trying to erode cultural differences however they could try harder to create more adverts like the second advert.
The first Levi's advert
The second Levi's advert
The first Levi's advert
The second Levi's advert
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