I think advertisers use sex as a weapon to sell. We all know that this is common. But I think that the myth behind a product is that it makes you more sexy or wanted by others. I see it is too blatant and our society is so inept to forge forward and believe what they are tuned into buying and make it an important part of who they are as a person. I think sex is denotative but the jeans are the connotative part of it. It is presumed since the ad is a Levi's ad. The tag line is also denotation about sex and it fits aligned with the image. For many people out there, it probably did work. I myself would not buy just because of this ad.
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