A Rhetorical Analysis Of Levi's Go Forth Campaign

In 2012, Levi’s Jeans released the third installment of the “Go Forth” campaign. The “Go Forth” campaign is inspired by Walt Whitman and his passion for the potential of America and the promise of the future. The earlier commercials were set in a more natural environment, whereas this one is in the city. This Levi’s advertisement portrays the world as a concrete jungle, with several young adults going through their day in the city. All the characters have a distinct personality and are confidently embracing their social and economic status no matter what the job. Levi’s is demonstrating idealism, individualism and confidence among the youth. It seems as if the Levi’s Go Forth commercial is motivating young adults by encouraging by telling them

The female narrator connects the Levi’s clothing to this scene, stating, “When the road gets rough and the sky gets jumpy and the stars start falling on top of your head and the waves start breaking against your legs; it’s the thread in your seams that’s tied to your dreams. It’s the sole in your feet that keep the beat.” The words road, sky, waves and stars are all opposites of each other suggesting whatever the circumstance Levi’s is there. The words’ rough and jumpy relate to struggles that come in the ways of those dreams. This quote elevates the meaning behind the people moving through the big city as she ensures that even when the times get tough, Levi’s is going be their empowering their dreams. For instance, in May 2010, the U.S. Joint Economic Committee released a report that the unemployment rate for young adults is 19.6%. (Maloney 1). This report presents the reality of a an undergraduate during college and after college. It advocates that the fear of failure that young adults have is not based on insubstantial reasonings, but the current economic conditions. Levi’s is attempting to get the young adults back on their

The confidence is overpowering because many young adults strive to be that confident about their life in their mid-twenties, while most people their age are confused where life is leading them. The confidence of these individuals, in a way, boosts the self-esteem of the viewer to somewhat reach the potential that the people in this ad have managed to achieve. For example, Stewart and Bernhardt did a comparative study on Millennials and pre-1987 students in which they measured psychological health, impulse control, achievements assets, self-assuredness and narcissism. In their results, the Millennials scored lower on four of the five measurements. Additionally, there was a significant increase in narcissism for the 2004-2008 undergraduates. (Stewart and Bernhardt, 587). Therefore, this supports the argument that the Millennials are facing adult responsibilities, but are failing to live up to them as they are dissatisfied of not meeting their full potential. They believe that they are entitled to something greater, which results in higher narcissism. It signifies the youth presented in the ad and the one outside the visual medium is not the