This past week as I was scrolling through the Internet, this Macy's advertisement for Levi's made its way onto the right hand side of the screen. What struck me about this one in particular is the statement in large white letters reading, "Get The Fall Styles He Wants". To me, this sounds like the advertisement is targeted toward women whose duty it is to shop for the males in their lives and that it is their responsibility to make sure that their needs, such as buying their clothing, are taken care of.
This advertisement is somewhat relatable to my analysis in which I compared two editions of Good Housekeeping, one from 1956 and the other from 2014. In the advertisements within those magazines, the content suggested that women of both eras are expected to provide for and please their men both domestically and emotionally. It continues to be a woman's role to make sure that her husband and family are well taken care of and that she can be depended on to make certain that all of their needs are met. Although this role has evolved over time where it is now not a woman's primary responsibility, being a domestic provider is still a prominent aspect in being a woman of todays times.
In regard to this Levi's ad specifically, I find it ironic. The model in the advertisement is clearly youthful, therefore, why would he be in an advertisement geared to women and wives of an older generation? They are well aware that the men in whom they are buying for most likely do not have the same look as the model, so maybe they believe that in purchasing this brand, they are also purchasing a belief that it will in somehow affect their husband's image and style. Whatever the case may be, the Levi's company is smart in knowing that a young, handsome model will attract the attention of many middle-aged women, especially when they are shopping for the men in their lives.
I think your point of view is one way to see the advertisements. Yet, I have another view point. To me, this advertisement can be targeted to male consumers. Nowadays, not only women but also men care about outlooks. Like advertisements to women, the youthful male model is used to persuade men that if you want to own that strong, youthful and good looking appearance, follow the trend and buy your latest clothes at Levi's!
ReplyDeletei loved your point here, Caroline! It does really suck that has women we are expected to mother everyman we come across. I thought this ad was a little funny though, and maybe even a little wink advertisement?
ReplyDeleteWhile I see your point Caroline, this sort of ad makes me question how would a same-sex ad would be targeted? I feel like this ad can also be targeted to men for men; however, that is not the first impression we get as women consumers, even though I completely understand why. I really wonder how different would the image and language be different for same-sex advertising?
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