Mil_a1.docx

Najjira P. Hadji Rashid BBARC 3-1 (11AM – 1PM) Media and Information Literacy 08/02/2019 Levi’s® Holiday 2018 Evaluation

1. What is the overall message being conveyed by the material? The best gifts are the personalized ones, customized by the giver to best express love for the special people in their lives.

2. What do you think is the purpose why the creator produced this message? To sell the not so known proposition of this clothing lines- their Tailor Shop can customize a jacket or a pair of jeans bought from their stores. With this, they want everyone to have the opportunity to be as thoughtful, personal, and creative as possible during this season of gift-giving

3. To whom is it intended? How did you know? Everyone in general. But, although it was not directly implied, looking at the strategy use as an appeal, it is mainly intended to anyone who want to make their purchased ordinary jeans personalized.

4. Is the message appropriate to its intended consumers/audience? Why or why not? It is. Jeans/outfits mainly differs from threads or fits – but this ad went extra mile as it tap on everyone’s thoughtfulness in time for Christmas season.

5. Is the medium appropriate in conveying the message? Why? It is appropriate. Since this has a storyline, it is well conveyed and the story is well exposed rather than opting to a nonmoving material or channel.

6. How does the material attract your attention? What are the techniques used? I was attracted since jeans advertisement are usually all about models wearing the product of a certain brand. What made this attractive is that it went outside the conventional and overused strategy of advertising jeans. Association and connection with the Customer and potential buyers by Emotional appeal through satisfying the need for something new- in the standpoint of customization, Appeal need for getting acceptance or inclusion of person with disability. Imagine how a blind person get to appreciate something he cannot see.

7. Does the material in general appeal to you? Why? I couldn’t express how I appealing this advertisement is. GIGIL Philippines is spot on (as usual). Just like the Jollibee ad series, it promotes not just the brand but the true spirit of the season and essence of us being thoughtful and the values we keep and uphold.