Analysis Of Levi's 'Change'

What springs to mind when you hear the word ‘change’? It is a broad term that can be interpreted in many different ways, because it truly needs a specific context to be understood. This ad by Levi entitled “Change” incorporates a dual meaning of the word and refers not only to changing into new clothes, but also to changing society’s views on sociological issues. In this ad, an upper class homosexual male finds a male partner once he puts on his Levi jeans. Levi’s commercial is a progressive ad showcasing their jeans as a status symbol, while also pushing the heteronormative boundaries and displaying their support for different sexualities.
To begin, Levi is utilizing the concept of social stratification through demonstrating the importance

Once the man in the ad is wearing his Levi jeans, he appears to have total control over his immediate surroundings. He can control what happens directly around him, and is able to attract the man in the phone booth towards himself. This kind of proximal power is a sign of social power, and although he may not be able to control the larger distal powers, these jeans still appear to provide the person wearing them with the ability to be the most powerful and influential person in their own orbit, increasing one’s social status and likely their social prestige as

This can be understood by the fact that there is not a single female actor in the commercial and also from previously stated socio-economic information about the advertisement. Some may argue that consequently, this ad is sexist in that it only focuses on males; however, Levi is advertising a product that is worn predominately by men, so it does make sense to advertise to that demographic. Since Levi has split their clothing into two gender binary groups, men and women’s, they would likely advertise equally to both genders in an attempt to create gender