The visual narrative in this advertisement does make the viewer have to ask a lot of subconscious questions. The girl in the front is the main focus of the ad, and she seems to be playing in some stream of water along with a few other people. Some questions this may conjure up the question of why have they chosen that stream? What is it about playing in that stream of water that is so fun? Why are none of them worried about their clothes getting wet or damaged?
Copy:
The copy in the advertisement is anchored on the right side of the ad, with the Levi’s company logo directly underneath. The copy makes the point that the clothes from the Levi’ s ‘Roadwear’ collection are strong and durable. Also the fact the phrase ‘I am ready for whatever you throw at me’ is bigger than the copy that comes before it, gives it that much more power; overall it just reinforces in your mind that these clothes are the best that you can buy. The repetitive nature of the ‘I am’ consistently personifies the clothes. This makes the viewer feel a more personal connection to the ad and overall just makes the viewer feel as though the clothes are going to be the best type of clothes their money can buy.
Rule of Thirds:
The girl who is frolicking in the water is in the foreground of the advertisement, therefore she is the audiences main focus. She is not in the centre of the advert, she stands a little to the left. However, in the very centre of the grid is a young man who is crouching down by the water. He is in the background and because he is in the direct centre he is not the main focal point of the ad.
Colour:
The colour scheme is completely natural colours, given the setting they are in. Yet the shirt and the denim seem to stand out. The copy is also all in white, with the Levi’s logo in its standard red form, along with the information on where to go to purchase the clothes. The natural colours are all bright, and it consists mostly of white and green which tend to calm the human psyche. Also the fact the copy is in white, suggests purity, and it could overall show that they are telling you genuinely that these are the best clothes you can get.
Association:
When people look at this ad they will see a few young people having a lot of fun in a stream, whilst wearing their Levi’s clothes. This could then make an audience associate these clothes with fun and youth, as the main thing you see when you look at the clothes the girl is wearing you see her having, what appears to be a really good time. This will then make people desire this line of clothes as they will believe that if they start wearing them, they will be having a lot more fun themselves.
