In an empty parking lot, nighttime street lights shine in the background. It looks simple, like you're your next door neighbor. Wearing low rise jeans, with a small tank top, showing off her stomach. A young woman in her twenties, with her arms crossed and a look that says she's tough, she can take it. Its appearance appeals to the casual observer; She seems to be waiting for something, or someone, as she leans lightly against the back of the only car in the parking lot. “Dangerously low, LEVI'S low-rise jeans,” the ad says, there are a lot of strange things about them. In many ways this addition stands out from the rest, most of the time the ads contain perfect girls, with makeup and hair done to perfection. But her look is simple and on a daily basis she wouldn't stand out in the crowd. There are conflicting messages in advertising, some more obvious than others. It's an ad based on common ground, the obvious message is that any girl can wear Levi's. But why put it in an empty parking lot, at night with street lights shining in the distance, probably because that's what young people do when they're bored in parking lots. This advert is aimed at young girls, not really at a specific age, but mostly aimed at 14 and over. But why say dangerously low, in a sense it tells us that if you want to be dangerous, wear low rise jeans and you too will look like him. Sexy and vulnerable. A young woman alone at night makes her more dangerous and “cool”. Especially in a parking lot, which can be one of the scariest places for single women at night. They chose her look to be simple, she doesn't intimidate you, and she's not based on perfection. Just an ordinary night out on the town, it's the kind of shot that doesn't look professional, but more random. You could imagine seeing a girl like that in any parking lot in America. Even his jewelry is common, in fact, you barely notice the jeans, until you remember that it's a Levi's ad. Her crossed arms betray her tough demeanor, basically any girl alone in a parking lot at night is vulnerable. The very fact that young people consider the simple act of driving a pleasure, advertisers assume that every girl at least at some point in there, lives have been on a cruise.