I think that this ad is targeted towards action oriented people, because of the movie Armageddon. Most people know about the movie and what it’s about and what it stands for.

I’m not sure if this commercial uses a stereotype. If it does it’s not one that I am familiar with. I think that the one character it shows is male, about mid-thirties or early forties, he’s white. I was unable to tell his size, because only his lips are shown in extreme close-ups. He is clean shaven, no facial hair at all.

I think that this character is romantic, not because of his message, but the way that the director only shows his lips. It gives the impression that in real life this person would be huge. I think this character to be viewed as someone from the book of Revelations in the bible.

I think what drew me to this commercial was the lighting. I think that the black and white used on the male, and the extreme blackness with little flashes of white on the jeans was a interesting visual. The sound starts low at the beginning of the commercial, so someone watching it needs to listen carefully to hear the male voice.

I think that there isn’t one single emotion identified here. At the beginning it may be horror because the male talks about plagues and locusts, but then a person will realize that he was talking about what will happen in the future. So there would also be relief.

I think that the commercial is redundant on how it keeps saying the jeans will survive, how they will last forever, even until Judgment Day.

The selling point in this commercial is that the jeans will last a long time, and won’t wear out as often or as other jeans will.

I think that I would like to watch this commercial a second or third time, because of the way the commercial was made. I think this is achieved because of the male’s voice. Throughout the commercial he sounds so serious. He doesn’t yell about the end of the world, or get giddy about the jeans lasting.

The first few times that I watched this commercial I didn’t even notice the sound, I’m not sure if this is good. I think the sound arguments the visual very well. I also flows with the males voice in the beginning, which is I think why I didn’t notice it at first.

I think the one problem with this commercial is all of the close-ups. I think that they could have used a medium shot of the jeans and it would have been better, but the effects of the close-ups were really good.

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Oct. 26, 1998
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