Another example of advertisers trying to elevate the status of their products through the use of fine art can be seen in the Levi's ad below. This print piece is a lone, doctored visual without any
body copy or even a tagline. The High Renaissance sculpture of David
is an over-life sized representation of the biblical character at a
young age, as conceived by the famed artist, Michelangelo. During the
Renaissance, a number of archeological excavations were occurring which
unearthed many pieces of Classical art and architecture, which informed
the artistic sensibilities of artisans working at that time. One of the
main tenets of Classical art which was studied and used during the
Renaissance was the composition of the human form, portrayed in the
nude, like David. However,
with regards to the way that the naked human form is viewed in modern
American culture, Barry Hoffman writes in his book, The Fine Art of Advertising, “The role of David
[in modern advertising] is to give us something naked so we can make
fun of the fact that male nakedness is forbidden” (Hoffman, 2003,
p. 28). Much in the way that the Church placed fig leaves over many of
the Classical pieces unearthed during the Renaissance, Levi’s has chosen
to cover David in this ad
with a pair of their denim cut-off shorts. Without having to print a
single word, Levi’s is able to associate its jeans with what has become
the iconic male form.
Suggested Target Audience: Middle-Class Men and Women
Suggested Modern-Day Media Vehicle: Outdoor Billboard in Central Location (U.S. Major Coastal City)
Rationale: While the Levi's brand is likely trying to elevate itself and insinuate that everyone "even someone as good-looking as David would wear Levi's" the brand itself is not high-end and so the vehicle must match the target AND the brand's aspirations. So it should be a mainstream outlet where striking visuals are common, such as fashion billboards.
Hoffman, Barry. (2003). The Fine Art of Advertising. New York: Stewart, Tabori & Chang.
