http://www.youtube.com/watch?v=FdW1CjbCNxw&NR=1

Molly Scott
English 100 A

Trying Out "Ideological Criticism" in an Analysis of a Visual/Video Text of Your Choice

I choose the Levi Jeans commercial, because at first they make you think that it isn't even a add for jeans, when I first saw it on TV I thought it was for a movie or a documentary, or something political. It made me think that it was for a donation towards something happening in another country.
Then they show peoples pants specifically a lot but not the Levi brand at first, it started out with just the lower parts on everyones body, like from the waist down. Its kind of relaxing and meaning full for me to watch, because they make me comfortable by using certain methods, the black
and white photography and Walt Whitman's voice from one of his own poems, I feel like I can relax while watching it. They are obviously trying to sell a product here but they do a good job of selling it, they are just proving that Levi jeans are one of the last original possessions that
are old school and straight from America, not made in other countries where people are being payed practically nothing to make clothing for us that is costing way to much money. The point is bottom line to sell pants, but before you see straight to the bottom, they seem like they are
trying send out a message, that this country started with diversity and freedom, and that's how we need to keep it now. Some how wearing these jeans will make this country a better place and keep up the freedom and diversity that we have had for the past years. To understand this
commercial, you really don't have to know a whole lot about anything because they basically tell you, the sales pitch is based just on America and what it stands for. However they did a good job because all audiences would probably get it, no matter what the age or what country they
are from. Although sometimes people might not understand the importance of the message that they are trying to send out, that is the only draw back from the commercial. Over all though like I said before, they are just trying to sell jeans and kind of expensive ones at that, from watching this commercial i feel like buying these jeans is a life style not necessarily a fashion statement, its supporting what they think is noble, to support something as traditional as Levi jeans made many years ago. Over all this commercial is sending out a good message about how people should buy their jeans to keep the momentum going for this life style of being a true American and wearing these jeans.