• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Consumers buying a pair of Levis jeans are buying a piece of America

Extracts from this document...

Introduction

Media Coursework - Levis Advertisements Original Essay Question: "Consumers buying a pair of Levis jeans are buying a piece of America" Discuss the effectiveness of Levis TV advertising, considering these points: * The concept of Mythical America * The elements used in the advertisements (of Mythical America) * How they have been constructed Refer, in detail, to at least 3 advertisements ********************************************************************* The first of the Levis Advertisement appeared in 1984 but they are still being produced today. The 12 adverts that I have studied range from 1984 to 1990. The 'Bartle, Bogle and Hegarty' Advertising Company produced the original Levis jeans adverts in many different languages. These advertisements where originally aimed towards men between the ages of 15 and 19 years old, an age range often referred to at the 'Younger Generation'. During the time of their production, Levis were becoming more and more associated with the idea of being "parent's clothes" and so Levis where in need of advertising that could bring jeans back to the youth population. Because of this it is often apparent within the advertisements of the idea of Mythical America and what America and Levis jeans supposedly has to offer. As a simple way of persuading consumers to buy the jeans they used the theme: "Consumers buying a simple pair of jeans are buying a piece of Mythical America." ...read more.

Middle

The original briefing of the "Bartle, Bogle and Hegarty" Advertising company was to advertise the Levis jeans in a way that the jeans would appear appealing to the younger generation, especially young men. To appeal to the males they use separate methods. An example of one of these methods would be the mixture of younger, attractive women along with a sexy atmosphere. A perfect instance of this is in the advert "Refrigerator". "Refrigerator" is set in a dusty, American, desert highway bar or station. The atmosphere is very hot, dusty and sweaty. It begins with a view of the highway, the camera high above the road, extending towards the horizon. A few seconds after the advert starts we see the entrance of an old man leaving a truck and entering the traditional, Mythical American bar as the camera pans down. This man is an ideal example of the older, dirty, almost disgusting generation. As the old man sits down in the empty bar the accompanying music impacts the mood of the bar, a mood often associated with sexiness. This adds to the sexy and mysterious atmosphere already set by the environment of low light and dust inside the bar. ...read more.

Conclusion

This advertisement is mainly different in the fact that unlike the others, the woman doesn't follow or go along with the man wearing the Levis. This advert is more proof that the advertisers were basically saying that those who wear Levis are becoming an individual and distinguished from the rest of society when in actual fact you would become one of many. The idea of using Mythical America in all of these adverts was probably one of the main contributions to the incredible increase in Levis sales after they had been aired between 1984 and 1987. The estimated increase of Levis sales was 20 times more than original. This was probably due to the fact that the propaganda of coolness linked with wearing Levis appealing to the young males towards whom it was aimed at. In conclusion the Levis jeans were very effective in increasing sales, this is further proved by the fact that even the sales of white boxer shorts had increased as they were repeatedly shown in the Levis adverts as a sign of how clean and 'cool' the younger generation would be if they wore that type of clothing. Along with the idea of Mythical America and complex motifs and ideas shown in the adverts the advertising was definitely very successful. Chris Sadler Page 1 5/1/2007 ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. A case study on Levis Strauss

    They are trying to give themselves anew look. They are outfitting character from hit shows like Beverly Hills 90210 and Friends they think by outfitting the characters with their clothes it will appeal to consumers, they are also sponsoring concerts such as "Electronic" as they appeal to teens.

  2. Analysing TV Advertising - The Guinness surfers advertisement and the Levis Odyssey Advertisement, directed ...

    The colouring also adds to the intended theme of the advertisement, it is meant to be an epic, almost like a snapshot out of a classic action film, and the black and white colours add to this effect. The editing is used to great effect in this advertisement, and is one of the main things that make it so spectacular.

  1. Charity Adverts Evaluation

    during a violent outburst, or one of his parents may inflict intentional damage upon him as represented by the speech bubble. This young child lives in fear, waiting for the next violent episode. He feels no security in his own home, but is too young to seek out other alternatives.

  2. The Hoboken Happenings television show and its accompanying Internet web site.

    We will make exclusive deals with local businesses, whereby they will air the television show during its regular time slot as well as assisting in the marketing and promotion of the show. * Penetration: The viewers of WMBC-TV 63, a cable channel that will air Hoboken Happenings exceed over 58,000 viewers in Hoboken and its immediate area.

  1. I feel that Microsoft is taking a slightly different approach to Playstation, Nintendo and ...

    * As for casual gamers, a TV ad presents Xbox almost indifferent to a home computer. It shows off a variety of functions such as online video conferencing, emailing, messaging and music downloading etc. No doubt these features will be well received by the higher age group, as well as purchasers who are buying for their kids.

  2. American Women as Consumers

    They also represent 48 percent of stock-market investors (www.ewowfacts.com, 2002). Even beyond that, women are the beneficiaries of more media, more stimuli, and more access to information than ever before. A female consumer lives multiple lives and expects to be respected in each of her roles by marketers (Quinlan, 2003).

  1. Describe the techniques used by Bartle, Bogle and Hegarty to advertise Levi's.

    They were always considered the "tough guys". They thought they could get anything they wanted, and everyone liked and admired them even though they were rebels. Everyone between the age of 15-19 years wanted to be like them and the Levi's commercials encouraged teenagers to go out and buy some jeans so they could be rebels too.

  2. Dial-a-mattress cooperation is one of the leading telemarketing companies in the United States of ...

    Geographic segmentation: based on regions, states, cities, suburbs etc. 2. Demographic segmentation: based on age, sex, race, income, occupation, education, household status etc. 3. Psychological segmentation: based on personality, needs, motivations, perceptions, learning involvement and attitude of an individual.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work