There are more people in this advert because the laundry is full at that time of day. All the people in the laundry look different and are all shapes and sizes. As the Levis man walks in some people turn to look at him and some have no reaction to him: the women are shocked by the man. They see him as a typical American man. As he takes his T-shirt off one of the girls takes her glasses off, and other girls start giggling. Some young boys have their caps on backwards and look at him in threatening way, there is one man giving him evil looks while eating a cake.
The music in these adverts are very, very different the Russian one is very serious and classical and the one in the launderette is bouncy. The Russian soundtrack is the only soundtrack to have been originally composed for a Levi’s advertisement and has used the work of a Russian composer Prokofiev which was deliberately constructed with ponderous militaristic overtones. The music shows tension and is mysterious just like the man in the advert they use very low notes and low instrument like the cello. So it creates a mood of suspense for the audience and keeps them guessing.
When the jeans are revealed right at the end a really happy sounding American song is played representing America and its freedom. The soundtrack for the Launderette advert is a song by Marvin Gaye who believed in freedom. His song is called ‘Heard it Through the Grapevine. ‘ This song is very bubbly and fun to listen to it creates a fun and happy mood to the audience watching the advert, and is showing us freedom in the country. It is also relaxing at the same time because the audience do not have to think about what is going on in the advert they just need to watch it.
A range of shots were used in the Russian adverts Starting with the long shots of the customs hall followed by a close up of their leader Lenin, this is showing us he was a ruler in Russia and also shows us that there is respect shown towards him by having a picture of him in customs. There was a close up of the contents in the man’s suitcase I think this is to show all the things in their representing freedom. It shows the deserted streets in a very long shot to show emptiness in the darkness: when the man gets home he has a sigh of relief and we get a medium shot of this.
When the suitcase is opened for a second time we have a close up of the wrapped package (and a music change) then the close up of the jeans. In this advert there was a range of shots. When the man walks into the launderette we have a close up of his face: I think this is telling us who is advertising the jeans, when the stones are thrown into the washing machine we have a close up of them (this is prior to the advert). I think showing a close up of the buttons and belt was showing us that in the late 1950’s button up jeans were probably more in fashion.
Right at the end we have a close up of a pair of jeans adverting Levis with 2 different slogans. At the end of the Russian advert a close up of a small red Levis logo is shown with a big font slogan saying: “There’s blue jeans. ” Then it flips round and says: “And there’s Levis. ” I think this looks really effective because it really stands out to get the audience to see it, and the way they introduce the new line; at the same time the man turns the jeans over the slogan turns in the same direction.
At the end of the advert in the launderette a pair of jeans is shown at a close up and a very small slogan reads: “The original shrink to fit jeans. ” Then a blackout and the same jeans come back on now with slogan reading: “Now available stonewash. ” The logo is next to the slogan in red so the logo does stand out. In both adverts a lot of cultural references are made especially in the Russian one.
First of all the advert shows a photo of Lenin in the entrance of the hall this is telling us he is someone important to the Russians, this is showing us power having the army walk through and the man salute them is also showing power it is also showing us fear. Having the James Dean photos and magazine is showing us he has come from America a country of freedom, in Russia you always have the feeling you are being watched that you are under surveillance or something because people everywhere are watching you. It is showing us that everyone is made to feel guilty there: the man is bringing in a pair of jeans but is feeling guilty about it.
Not many cultural references are made in this: advert they are more like clues to the time this advert was shot. There is a Chevy car parked outside the launderette giving us a clue of the 1950’s. There is a soldier outside of the laundry when we would not have them nowdays. The man is seen wearing boxer shorts, which was a fashion in America in the late 1950’s, but now many people don’t go for them. One of the women in the laundry has really big glasses on showing us this was a long time ago because over the years peoples glasses have got smaller and smaller.
Style of clothes have changed a lot so this is a big clue to the time, also one lady is wearing a pink top that has black spots on it which many people wouldn’t wear now. Conclusion: I think the Russian advert was being targeted to 15-30 yr olds because young people would not enjoy watching that advert that much because it is very dark and slow moving also the music is very dramatic and not something most young people would like but it sends out a strong message to people about the jeans and would persuade young people to buy them.
On the other hand the on in the launderette is more fast moving and has more of a pace to it, also the song is something young people would listen to and the advert is very colourful. I think these jeans are aimed for 15-23 yr olds because they like the jumpy kind of music, and a lot of women be attracted to the man.
