Every woman has gone through heartbreak at least once in her lifetime. Lee Jeans uses heartbreak to convince the audience of this advertisement to buy their jeans. In this Lee Jeans advertisement there are all different claims. The one that stands out the most is the claim of value. The advertisement shows support of this claim through the word usage and the picture representation. Lee Jeans wants to represent the " NEW LOOK FOR LEE" as the women?s jeans. Through the different use of symbols, the advertisement makes women think of times when they need to be strong. As a result of the symbols represented in this advertisement, the claim of value becomes more obvious. Although Lee Jeans has always been known for strong manly jeans, this company wants women to realize that there is nothing that can stop them from moving ahead and becoming strong. This is seen through the woman in the advertisement feminine jeans, manly boots, and the explanatory of the statement "SOMEWHERE AN EX- BOYFRIEND IS FILLED WITH AN INCREDIBLE SENSE OF REGRET."
Because of the past ideas of Lee?s Jeans being the "man?s jeans," the picture representation, along with the word usage, has to be powerful. This advertisement?s bland black and white coloring allows the audience to see right to the point the company is making. Using a lot of colors also shows that women do not need anything extra to make them strong. In the past, advertisements for women?s goods were usually very colorful. The colors were usually feminine pinks, purples, and yellows. Rather than using normal feminine colors, using black and white makes the advertisement stand for strength. The advertisement also shows a woman wearing Lee?s flare jeans and big boots. The company is showing that these jeans have feminine qualities but the boots portray the strength of the woman wearing them. The background setting is a sidewalk overlooking the street, representing that the woman in the advertisement is going out at night to have a good time. She does not allow anything to hold her back, especially that past relationship. The picture of this woman in her jeans and boots is part of the Lee Jeans Company?s way to make their claim of value. The black and white coloring, manly boots, and the night setting give women a chance to see what they are missing by holding on to the past instead of moving on and becoming stronger.
In the same way, the wording, like the picture representation, stands for a stronger woman who is able to move on and forget the past. The advertisement states " SOMEWHERE AN EX-BOYFRIEND IS FILLED WITH AN INCREDIBLE SENSE OF REGRET," which may mean all different things to a woman. The Lee Company uses this statement to specify a stronger more motivated woman who knows that she looks good. This woman is not going to let her dreaded ex-boyfriend get in the way of her life. Instead, she...