Levi's Advert

Denotation
This is a Levi's Jeans institution advert. This company sells jeans and clothing products and the advert is showing the 64th anniversary of the company, through a grayscale/black and white themed photo. The lighting and the focus is directed mainly at the two characters in the centre. This is a long shot, so that a frame could be seen as the Mise en Scene. 


There is a young boy who appears to be 'buttoning' up ( supposedly) his father's shirt. The background behind, is of a bed and a window, this shows its in the home. In front of them, there is white bold, block writing saying ' EVERYBODY'S WORK IS EQUALLY IMPORTANT.' This is the slogan of the brand. 
Above that there is a logo, with a trademark sign.


Underneath, there is a second part to the frame. This is a picture of the same grayscale/image but of different characters, with probably no expression on their faces. The same is with the lighting, where the focus is drawn to the centre of the characters. This is a long shot. There is a broken shattered window in back and a messy outside background. The same logo is appeared in the front, with the slogan at the top.


The characters are three people, one of them looks older than the two and they are together, standing. They are wearing jeans and a long top each. 


Connotations
Both images connote work and quality. For example the second picture may relate to the first as the second image may appear to us as being the 'makers' of the jeans. These 'makers'/characters look worn out. That is the their part of the 'work' as said in the slogan. Then because of their hard work, it has produced a good quality brand for the above frame.


The above frame is showing how everyone, together produces the brand, whether it be the consumer, the maker, the manufacturer etc. The brand is simply appreciating the fact that everyone has helped the produce.