5. Non-Verbal Communication: Levi's 501 Jeans

This entry will be looking at the use of non-verbal communication in the new Levi's 501 Jeans television commercial. As I was pondering about which media text to choose, I sieved through quite a few advertisements, both television and print, and realized that a lot of television commercials use non-verbal communication to convey their message, in a bid to communicate with the audience and promote their products. The only difference is that, some are more effective than others. I saw this advertisement on television last week and decided to use it for my blog entry, as it is a good example of the use of non-verbal communication in television advertising. Plus, due to it's risque' plot and sexual connotations, certain groups in the United States have spoken out against the advertising campaign; http://www.nationalcoalition.org/liveunbuttoned.asp (National Coalition For The Protection Of Children & Families), terming it as too 'sexually suggestive', 'blatant sexualized marketing', and encouraging 'a moral philosophy of sexuality' among the youth. The advertising campaign has sparked a lot of controversy worldwide, and that is also another reason why I am featuring it in my blog.

(Of course, I also chose this advertisement, as it’s different, cool, the music is something that I would totally listen to, the models look good and it looks edgy and provocative. I am a sucker for good-looking people in nicely-done television commercials. Who isn’t?)

The campaign launched a month ago, entitled 'Live Unbuttoned', is the Levi's brand's first integrated global campaign, the biggest marketing program the brand has ever undertaken, and spans TV commercials, print and outdoor ads, public relations, retail windows set-ups, etc. Though, for my blog entry, I will only be analyzing one of the television commercials used in the campaign.

The theme of the 'Live Unbuttoned' campaign centers on the experience of "unbuttoning" yourself and breaking free from inhibitions and convention, urging the wearer to live and adopt a carefree lifestyle and attitude. The campaign utilizes the act of "unbuttoning" Levi's jeans as a symbol of personal expression, revelation and evokes the "unrestrained, free-spirited and self-expressive attitude". So, apparently, if you live unbuttoned, you’re invincible.

As part of the "Live Unbuttoned" campaign, Levi's has also launched a website where users can digitally "unbutton" artists (music to pop culture to sports), revealing their inner truths and encouraging all people to "unbutton" their inner artist and enjoy freedom of expression. The site features music artists such as, Estelle, Nikka Costa, etc. I feel that this approach of using new communication technologies adopts the interactive model of communication, and thus allows the receiver to be an active participant in the communication process.

Moving on, the commercial totally relies on non-verbal cues (and to a lesser extent, verbal communication). Although the characters speak during the 1 minute of interaction, a lot is conveyed via their facial expressions, body language, movements and the music that is played throughout the commercial. Thus, the non-verbal cues used are extremely influential in our perception forming process, as it contains intentional symbolic behaviour. In terms of channel, there is simultaneous use of non-verbal cues, in tandem with verbal communication. This can be seen at the end, when the commercial showcases the brand name, Levi's and the tag line "Live Unbuttoned". Thus, in this context, the verbal message "Live Unbuttoned" is used to complement and accentuate the non-verbal cues, by re-instating the functions of the product: that it allows you to meet the person of your dreams, to look 'cool', etc and by conveying relational information, such as the company’s tag line. The music also helps to regulate our reaction to the commercial, as the pauses coincide with the movements of the characters. Thus, it is used to convey emotion.

Now, let us look at the various types of non-verbal communication used in this commercial:

1. Kinesics - In my opinion, kinesics or body movement is the main form of non-verbal communication used in this commercial. From the very beginning itself, we see both of them hugging, flirting, and touching each other. Then, the female character pushes the male lead away, in a coy and suggestive manner, indicating that the flirtation would resume, but only on her terms. Then, she walks up the stairs and unbuckles. As the commercial progresses, the sexual tension between the both of them increases by the use of affect displays, and their body language shows that they are both heavily attracted to each other, and of course their actions show that they are willing to take risks and live "unbuttoned", and this is further emphasized when the female lead states, "this isn't my apartment".

2. Paralinguistics - In this commercial, from the very beginning, the sound helps to establish the environment, directs our focus to their behavior and the music evokes a serene, casual atmosphere. The song is easy to listen to; with it's gentle guitar strumming, thus indicating the metaphorical ease and carefree nature of youth. The conversation between the two characters is casual and personal, as they confess to a series of white lies. Lastly, their breathing noises at 00:37 and from 00:43 onwards evokes sensuality, passion, a rush and excitement.

3. Oculesics - Eye contact between the characters help to convey tension and emotion, and this can be seen throughout the commercial; specifically when the female lead holds the male lead. Lust can also be seen at 00:36-00:50, when the camera focuses on the eyes of both of them and when the male lead gives off a look of content.

4. Haptics - The use of touch is also very significant in this commercial. This can be tied to the point of sexual tension that I mentioned above. As the commercial progresses, the perception of liking between the both of them increases, but they still carry on with the flirtation. From 00:36 onwards, they seem to get intimately closer and the sexual tension between them can be seen in their proximity.

As much as there are other non-verbal cues such as chronemics, proxemics and physical appearance that can be discussed, I decided to focus on the ones mentioned above. Plus, I did not want to analyse the commercial too much, and spoil it for everyone. I like this commercial for its provocative and raw appeal.