Levi's Print Ad

I found this Levi's print ad in an issue of Seventeen magazine, which is a good magazine to put it in considering the main model is a young female and most of the subscribers to Seventeen are young females, too. She seems to be having a lot of fun and is splashing around in water with the sun shining down on her with the company of a couple of her friends. This is the image that the people who made this ad wanted us to have of how Levi's jeans will make us feel. Also, since she's wearing a jean skirt in water, they are saying that their denim is durable and strong.

In the written part of this ad, they keep saying "I am" this, "I am" that. Who is "I?" I'm guessing that they are writing as if they are the jeans or jean skirt or any Levi's product. It says "I am your sleeping bag", meaning that one can sleep in Levi's jeans? I've done this before, and it wasn't very comfortable, but that's just me. I also sort of got a camping, outdoorsy vibe from this ad. The sleeping bag statement added to this, making me imagine friends wearing Levi's jeans sleeping under the stars in their tents. Maybe this was the type of person to whom they were trying to appeal to, someone who likes the outdoors and needs jeans to suit their interests.

The ad also says "I am your armor," meaning that these jeans will protect you. This statement seems to be attempting to appeal to the adventurers of the world. If they wear these jeans, no matter what they jump off of or climb or swim in, they will be safe. This is empowering and makes someone feel safe.

The last statement is "I am ready for whatever you throw at me". This is just sort of like saying "etc.", because they already listed sleeping in the jeans and doing crazy stuff in the jeans.

Most people probably won't do any of these things in these jeans, but it's the feeling that the words being used give us that is the really important part. The statement "I am" is very definite and powerful. This gives someone a sense of security and trust. They want you to trust the products that they are trying to sell to you.

They did a pretty good job of avoiding the use of vague words, except for the last part. Are these jeans really ready for whatever you throw at them? Or, are they trying to say that when you wear these jeans, YOU will be ready for anything thrown at YOU in life? We may never know.