Historical text

http://www.youtube.com/watch?v=k7w8XxeaA64- criminal woman strips/ levi's ad (1995)

Media Language/ Representation

'You can stay blind to the beauty of the world, just be in the right place in the right time'.
Long shot at the start of the advert this to catch a whole image of the setting of the petrol station. Fearless driving and the female jumping out the car quick refers to her as a criminal and the use of a low angle shot looking up at her signalises power to the female as she walks to the toilet after commiting a crime. The womens toilets being locked she then walks into the mens toilet being a easy target for males for sexual events to be carried out. The male drops his stick and theres a close up on the stick and his hand not being able to pick up the stick on his first attempt indicates that he's blind. There is then quick shots of her undressing herself to change her identity and creates a female gaze. She then walks up to the blind man which is eye level with the womans vagina with her buttons undone creating a enigma of mystery of what will happen next, she is then looking down at the male almost showing that shes in control and has power to do what she wants, however instead of any sexual activities taking place she does her buttons up challenging the typical stereotypes. Moving on to someone who makes a noise in the toilets, she then escapes having a quick look back at the man again creating a engima of what would of happened if that person was not in the toilet. Throughout the advert the man with the stick is assumed to be blind however the man which comes out the toilet is actually the blind person therefore its as if she was almost performing for the male while he just sat there.

Institution

The institution Levi's is a very well known brand, both for male and females. Producing highly valuable clothing, the aim for Levi's brand is to make money so they carry out typical advertising techniques of sexualisation to sell their products. This advert raises awareness to females as feminists would argue that brands reinforce typical gender stereotypes. Audiences are 'dumbed down' and this links to the hyperdermic needle and society begins to believe that woman are sexualised and seen as sexual objects.

Genre


Audience

The primary target audience for this advert is woman as the woman quickly changing outfits shows that there's a high selection of clothes available with Levi's, in addition allowing woman to look sexy and attractive. The secondary audience would be male's as it helps them decide where they can buy gifts for their wives and girlfriends, the advert links to Blumler and Katz uses and gratifications theory creating escapism for audiences while watching the advert forgetting stresses from the outside world. The setting being in a dirty toilet shows that it can by both middle and working class.