At first I thought I could break the photo down into three parts for analysis, each graphic by itself, but they are so interconnected that it is difficult to mention one without the others. There is also more to this shot than just the graphics. The lighting, fonts and placement of things also play a role in how this advertisement is presented. It makes photo appear as a simple advertisement for jeans, but upon closer inspection, it is plain to see how much commentary is actually taking place here, about both the brand of jeans and those who wear them.
The text on the right side of the image is making a bold statement. The white color was selected to make it stand out, and so people could read it, but what is also interesting about it is the font. It is not a rigid, form fitting font. It is still neat and readable, but it is more relaxed and less intimidating. I think it contrasts nicely with the idea of men in suits, because suits tend to be stiff and formal. The smaller slogan under the Levi’s logo is also written in the same font, which could mean that they hope for the future to be relaxed and less rigid. Even though the picture is not centered, the way the text is placed on it creates balance. It should be noted that both the text and the logo are placed evenly with the person in the shot, which depicts a sort of equality among both the image and the words.
Equality is one of the things America is known for, but we are best known for our freedom, which this image displays quite nicely. The image itself is showing a young person running in an open field, with what appears to be no destination in mind. Young people supposedly have more freedom than adults, which could explain why they chose who they did for this picture. The idea of suits creates an image of a very structured, decision driven environment, while this picture shows the complete opposite of that. Personal freedom is what really is being shown here, because it seems as if the person is making the choice to run in an open field, as opposed to going to work or wherever else. There is no goal or anything that needs accomplished in this picture, whereas if someone is in a suit, there is usually an important reason for it.
There is evidence of a division here, the country verses the city people, and that is done through the type of clothes most worn in those places. The statement on the right suggests that America was built by people who wear jeans, Levi’s of course, and that it is people like this that are the foundation of this country. It could even be suggested that suits act as the “pretty face” for the nation, while the people in jeans are the ones who hold it all together. The gender in this photo presents another attribute that should be recognized. The person may or may not be a female, but if that is the case, than it is interesting because it contrasts with the idea of masculinity presented by the statement. This also goes back to the idea of freedom in the picture, because even though freedom has always been the basis of this country, women have had more of a struggle gaining it than men. It is almost ironic, because in this picture, men are associated with suits, which are thought of as constricting and uncomfortable, whereas women are associated with freedom and ease.
I was really amazed at all the information I was able to extract from this one seemingly simple photo. It is important to understand that pictures can really be worth a thousand words and that there is often much to be said about what is not actually being said.
