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This commercial focuses primarily on the social identity of the typical working class mans man from the ages of 25-50. The ad identifies most strongly with the working class folk as well as the masculine identity.
There are many cues that hint at the social identity of the common working man. The first indication of this is the music playing in the background. It's classic late 70's soft rock, with classic guitar rifts that defiantly appeals to the blue collared worker. Another example of how it appeals to the working class is the use of late model pick up trucks. Bret Favre is seen sitting on the tail gate of two different but older pick up trucks. these trucks are seen as something that you average "joe the plumber" would drive on his daily commute. This sends a strong message of we are just like you and this is what the average joe needs to wear. Also they make many references to how comfortable the jeans are. The use of this word defiantly applies to the average person. The hard working, blue collared folk do not care about how their butt looks in the jeans. They only really care about comfort. In fact that is probably what drives this consumer the most is price as well as comfort. Furthermore, the men pictured were wearing simple everyday t-shirts which is what average people would wear whenever they are off the clock. The dogs in the advert are also your average american family dogs. The lab family of chocolate,yellow, and black labs are all dogs that your average american families usually tend to own. This reminds one of the emotional connection one may have with their own dog.
Interestingly many of the same features that define the blue collared worker also make up the same cultural identity of men. The use of Bret Favre is a clear indication of manliness. This commercial was made during the peak years of Favre's career. I cannot think of much more masculine thing than being an all star quarter back in the national football league. Bret Favre in appearance is rather masculine. He is scruffy faced, tall, and muscular. All of which are manly traits to possess. The use of football in the commercial also adds to the masculine identity of the advertisement. Football is seen today as an extreme example of a male dominated sport. Men are known to physical compete for dominance amongst other men. The display of competition was just a demonstration of masculinity thus proving the male identity of the advertisement.
While I do agree with you on the part that the target age range is 25-50 year old men, I disagree with the fact that the jeans are geared toward people like “Joe the plumber”. This is a general image that in perceived, because of the setting of the ad. I personally think that target group was all types of people in that age range, because I see many people with such attire on all the time that aren’t working people. One example is my chemistry professor, because he isn’t laboring over anything, but he still likes to wear comfortable jeans. On the other hand I do agree with you, that Bret Farve does give the jeans a certain manliness, and I would even go as far to say that he also gives the jeans a laid back attitude. I say this, because he is well known throughout the NFL as a playful personality. Also I think that Bret Farve gives a ideal mans social identity, which is a reason why consumer are lured toward the product. The subconscious connection is made, that these jeans could in some way be a first step to acquiring a social identity like Farve’s. Lastly the use of Bret has one more reason, and it is because Bret Farve is a celebrity. Celebrity uses in commercials ten to be there, because they are a sign of approval by a important person for the product. It is like saying “The Bret Farve seal of approval” basically, and gives consumer confidence that what they are buying is something that a famous person would gladly wear in public. This advertisement in the end uses small subconscious connections to lure the consumer in, and uses Bret Farve as a approval message to try to get the consumer to buy the product.
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