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

Why Do You Think the Adverts Produced by Bartle Bogle Hegarty in the 1980s Were So Successful in Improving the Sales of Levi's 501 Jeans?

Extracts from this document...

Introduction

Why Do You Think the Adverts Produced by Bartle Bogle Hegarty in the 1980s Were So Successful in Improving the Sales of Levi's 501 Jeans? Introduction The history of jeans or denim goes way back far into the 1500s. Then was the birth of jeans - tightly woven cotton. Yet a century later in France, in the area of Nimes, there was produced a material combination of wool and silk. It earned the name 'denim', from the middle part of Serge de Nimes. But the history of Levi jeans came years later when Bavarian born Loeb Strauss made his way to the Americas in 1847. Like many Europeans of that time, he wanted a new, fresh liberal life. And so in 1853, he changed his name to Levi and opened up a convenient store. It wasn't till 1853 that he started producing denim waist overalls that were primarily for working. He seemed to flourish in the business with his patent of riveted pocket corners. In 1890, the line of 501 jeans was created. 501s get their name from the 5th production line and the denim material 01, thus 501s. In 1936, Levi Jeans patented the red lives label that appears on the side of pockets. When World War One whirled around, men fighting on the fronts took their working waist overalls with them to war, because they were seen as prized possessions. And by 1960, jeans became seen as fashionable casual wear, but yet they shrunk in the wash. ...read more.

Middle

These themes appealed to the adolescent age since it is their time of life where they become interested in the opposite sex, therefore the target audience can relate. Also, the advertisements in the campaign seems to run the 'old versus young' feel, such as in Launderette, when the older, heavyset man looks at Levi's man just doesn't ease, or in Fridge, when the elderly owner of the diner gives a disapproving look to Levi's man. Recurring Images Throughout the campaign, there was strong use of recurring images. The advertising agency would insert a lot of red in the advertisements to refer to the red patent Levi's label. There would be a red dash to some scenes, or lights with a red glow. In Launderette there were boys with red caps. No matter what type of commercial it was, Bogle Bartle Hegarty found ways to incorporate red, from red brush bristles in Parting, to red peppers in the refrigerator in Fridge. And again, in Beach, the girl was wearing a cap with a red peak. Other recurring images where close up views of backsides to show the comfortable fitting of the jeans, or the unique 501 button fly. They also did close ups on the belt pulling motion. Ray bans were a recurring image and there was usually a steamy atmosphere in the Levi advertisements. White underwear - particularly boxer briefs - were a recurring image. Motorcycles too were seen a lot, helping carry along the rebellion flavour. ...read more.

Conclusion

but if you are a nerdy, wimpy boy (using the nerdy boyfriend in the advertisement to get this idea across), you don't where Levi's. Yet the message was that Levi's are strong, and the showed this by using Levi's jeans to tie the car and truck together, in order to toe the car. Beach had a more west coast twist with the beach scene. Its caption was "Levi's have always been sought after", since the girl wanted to wear the Levi's that she found at the beach. Nevertheless, the message was that Levi's gets you the girls, a commercial clearly directed to the guys. All these messages and captions were thought of by Bogle Bartle Hegarty cleverly in order to make Levi Jeans appealing. Conclusion As a result of the 1980s Levi's 501 campaign, the post advertising sales went from 131 to 2042! A huge demand was created, showing a great success, but not only was there a demand increase in the sales for jeans, but also the recurring whites boxers featured in the advertisements. The impact of the campaign even made celebrities out of the persons playing 'Levi's man' in the advertisements and it promoted the music which had been used in them, causing sales in them to rise also. So clearly, as you can see, the 1980s Levi's 501 Jeans Campaign was a 110% success because of the tactics used - recurring images, American themes, and appealing music all mastered together caused the success of the campaign of Levis 501 jeans. By: Olivia Riley, 10R ...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. Analysing Car Adverts.

    Adjectives such as, "Seamless" show this. The advertisement shows anonymity, and the way the viewers realise that it is an Audi car is by noticing the Audi symbol. The text is small but readable. This is because Audi would like their great reputation to sell the car, using the advert to help it along.

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

    They do not run in a particularly proper manner, as you would expect somebody sprinting in the Olympics - but the way they run is desperate, their limbs are flailing everywhere and you can tell by their facial expressions that they are driving every ounce of effort in their bodies into getting to their desired destination, as quickly as possible.

  1. Analysis of "Iron Man" trailer

    already at the height of their powers ("X-Men"), or who learn way too fast and without many pratfalls ("Spider-Man"). Stark falling on his face here strikes us as belonging in "Batman Begins." And we the audience are willing to appreciate It as it challenges our expectations of what should be included in a marvel super hero film.

  2. 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.

  1. In this essay I aim to deconstruct two adverts intended to endorse two diverse ...

    that it isn't a registered charity though it does say in writing in the ad that it is a registered charity. The reader may not want to read through the whole ad to find the written proof. The reader may look for the logo and may not see it and wont want to read the ad.

  2. English Media Study - Levis Jeans.

    Many of the advertisements in this series show the hero in a state of nudity, often topless, this increases the sex appeal of Levi Strauss' revolutionary 501's. An example of their successful campaign is the advert referred to as 'The Deal.'

  1. Analysis of Levi's 501s Advertisement.

    of the advertisements because there needed to be some sort of representation that the buyers could easily recognise and link to Levi's jeans. A tall dark handsome man was used for sex appeal and since then the majority of shoppers were women, they were in the position the buy a pair and made sure their husbands or boyfriends tried them.

  2. Charity Adverts Evaluation

    The charity also emphasizes on the use of emotive pictures and language to win across their target audience. ebr seebebw oreb ebk ineb foeb eb. The aim of my campaign was to increase the public awareness of abuse and how people can assist the abused in a subtle way without causing them to lose their dignity.

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