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

'Why in your opinion was the 1984 - 1990 Levi's Strauss advertising campaign so successful?'

Extracts from this document...

Introduction

Media Coursework 'Why in your opinion was the 1984 - 1990 Levi's Strauss advertising campaign so successful?' In pre - 1984 jean sales were at an all time low, they were portrayed as a workers clothing and were not at all fashionable. This was to cause one of the most successful advertising campaigns of all time. It was aimed at the younger generation for example teenagers and young adults. Between the years of 1984 and 1990 a series of commercials was to be made, which was to make the sales of Levi's 501 jeans rocket so much that they increased by 20 times. The commercials were all made to be individual but still kept the same theme throughout the campaign. Levi's changed the whole way in which they were looked upon. In this essay I will be looking at two of the adverts from this very successful campaign and how the man Bartle Bogle Hegarty made the adverts individually significant to the era that they were set in. ...read more.

Middle

Then the track 'heard it through the grapevine' by Marvin Gaye cuts in. then the Levi's guy heads into the launderette. As soon as he enters the launderette everyone's attention turns to him, especially the women, which is often the case in most of the Levi's adverts. I think the main factor that made this adverts so successful was the sexual attractions between the men and the women. In nearly every advert someone either the Levi's man or women always gets undressed or dressed. For example in the launderette the levis guy just walks in and starts to get undressed, showing off his muscular and well toned body, this brings even more attention to him as we can see from the expressions on the onlookers faces. Also in the Levi's commercials there are a lot of shots of their behinds, this also ads to the sexual tension that is being built up throughout the ads. ...read more.

Conclusion

Even though she has so many expensive clothes, she just wears a pair of Levi's. I think this shows how precious Levi's jeans really were. I think there are two main messages that have come from this advert, the first is that women can wear levis as well as men and also they can be worn as a smart/casual trouser. After 1990 Levi's jeans had become so popular that their sales had rocketed. The Levi's commercials transformed the publics perception from working clothes to an everyday casual fashion, for both men and women particularly the younger generation. Today there are many brand names of jeans. However Levi continue to reinvent their jeans, with various colours and styles, which they successfully advertise keeping Levi a competitive name in today's market. In conclusion, I think that the Levi's Strauss advertising campaign proved to be very successful because they turned their company into a household name, and these days is the one item of clothing that is guaranteed to be in everyone's wardrobe. Martin Green, Media Coursework ...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. The History of AdvertisingTypes and Functions of AdvertisingAdvertising in mass media.Advertising agencyDomestic advertising

    Some advertizers have opened their own advertising agencies inside the firm, having stopped, thus, long-term communication with the former advertising agencies. Experts believe that this year the share of Russian companies in the market will increase. In January, 1999, even the mini-sensation was fixed: for the first time the domestic company (it sells sheepskin coats)

  2. This advertising campaign is a proposal for Guinness. It details the proposal for a ...

    buying it, as well as appealing and communicating Guinness' core values to the target audience.

  1. The marketing campaign for the project is going to be devised for the Coca-Cola ...

    On the other hand, the global soft drink industry was valued at $393 billion in 2001 and among the global soft drink sales, carbonated beverage was the largest market segment, with $193 billion in sales in 2001. Fruit and vegetable drinks and bottled water shared second place with roughly sales of $69 billion each in 2001.

  2. Sponsorship Today

    if exploited properly can become highly efficient brand-building vehicles, however there are disadvantages of sponsorship to be considered also. Advantages o Delivers multi-faceted benefits such as exposure, image/association, hospitality, tickets and of course actual sales o Allows for niche marketing opportunities & highly effective targeting o Grows brand awareness, broad

  1. Promotions & Advertising

    It is not guaranteed to make profits if company can't provide a good advertising Promotions and advertising analysis Below-the-line Figure 14: Below-the-line promotional activity Brand Promotion Outlet Rimmel Exaggerate Mascara Free gentle eye make-up remover Boots Maybelline Sky High mascara Save �1.50 Boots Max Factor Cr�me Puff Buy 2 Get

  2. Analyse one of the advertisements in the Barnado's advertising campaign of 1999-2000. Comment on ...

    The wall is bleak, dirty and old. The walls are plastered and are painted white, although, as time has progressed, they have become yellow and grey. In some places the paint has started to peel away. The darkness of the background contrasts with the whiteness of the baby and also seems to imprison him.

  1. Media Brief -Advertising Campaign Vaughan's Designer Clothes Company

    She will be sat up straight to connote the idea of strength and respect. Her collar will be up, and surrounding her face, drawing your attention away from the model, and more to the item being advertised also giving this advertisement the genre of attitude and sophistication.

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

    Also in the "Pawnbroker", the protagonist has to get some money for his car. When he leaves, the owner points to his jeans. You could tell he really didn't want to sell them but had to, in order get some money.

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