Aanchal Clare
0M1
English Coursework - Levis Essay
In the Levis campaign that was started in 1984 and lasted till 1990, the main objective for Levis was to increase the sales of their jeans. The agency that created the campaign was Bartle, Bogle and Hegerty. The way that they managed to increase sales was by keeping the same 'theme' in all the advertisements, which was to associate young, middle-class males with the product. The re-occurring images of these characters in the adverts encouraged white men to buy Levis jeans. During this time Levis had realised that in the 1980's, which was when the advertisements were shown, white, middle-class men were mainly the people with more money.
In this essay the two adverts that I will be comparing are, 'Laundrette' and 'Refrigerator'. In the advert 'Laundrette' the main character is a young, attractive white male. He goes into the laundrette with all his clothes on, but instead of the man bringing clothes into the laundrette he decides to take his clothes off then put them in the washing machine. With his clothes the man also puts in stones to emphasise the fact that Levis now come stonewashed. The other characters in the advert are two young girls who are sitting in the laundrette, two young boys and an older woman. The music played is 'Heard it through the Grapevine' by Marvin Gaye.
In second advert that I will be talking about, 'Refrigerator' it is set on a very hot day in a diner and this time again there is a young, white male as the main character. There is an old man who first walks into the diner and a young woman who is already there. The young male then walks down from the stairs with no trousers on and walks up to the fridge. He takes his jeans out of the fridge, puts them on and rides off on his motorcycle. In this advert the song played was 'I'm a Rolling Stone' by .... ?
In the Levis campaign the characters shown play a big role in trying to sell Levis jeans. The way the characters are preceived and what kind of image they give off influence the viewer in many ways.
The main character in 'Laundrette' is a young, white, attractive male. In the advert he is shown to be admired by many people in different ways. Similarly in 'Refrigerator' there is also an attractive, white male and he is also being admired by the woman in the advert. This instantly shows us what message Levis is trying to get across the audience, they are trying to say that 'if you wear our jeans you will be liked and admired'. This idea is shown in both 'Laundrette' and 'Refrigerator'. When in 'Laundrette' the man walks up to the washing machine two young boys are staring him at, this does not mean necessarily that the boys are attracted to the man but they respect him and admire his image. This also shows us that Levis are trying to say that everyone will admire you if you wear these jeans, whether male or female. Furthermore throughout the advert there are two teenage girls sitting behind the man and they are obviously attracted to the man but try to hide their feelings. In the same way the advert 'Refrigerator' also tries to send out the same message of admiration and attraction. When the man in this advert came down from the stairs there is a close-up on the young woman's face and the expression on her face shows us that she is clearly captivated by the man.
0M1
English Coursework - Levis Essay
In the Levis campaign that was started in 1984 and lasted till 1990, the main objective for Levis was to increase the sales of their jeans. The agency that created the campaign was Bartle, Bogle and Hegerty. The way that they managed to increase sales was by keeping the same 'theme' in all the advertisements, which was to associate young, middle-class males with the product. The re-occurring images of these characters in the adverts encouraged white men to buy Levis jeans. During this time Levis had realised that in the 1980's, which was when the advertisements were shown, white, middle-class men were mainly the people with more money.
In this essay the two adverts that I will be comparing are, 'Laundrette' and 'Refrigerator'. In the advert 'Laundrette' the main character is a young, attractive white male. He goes into the laundrette with all his clothes on, but instead of the man bringing clothes into the laundrette he decides to take his clothes off then put them in the washing machine. With his clothes the man also puts in stones to emphasise the fact that Levis now come stonewashed. The other characters in the advert are two young girls who are sitting in the laundrette, two young boys and an older woman. The music played is 'Heard it through the Grapevine' by Marvin Gaye.
In second advert that I will be talking about, 'Refrigerator' it is set on a very hot day in a diner and this time again there is a young, white male as the main character. There is an old man who first walks into the diner and a young woman who is already there. The young male then walks down from the stairs with no trousers on and walks up to the fridge. He takes his jeans out of the fridge, puts them on and rides off on his motorcycle. In this advert the song played was 'I'm a Rolling Stone' by .... ?
In the Levis campaign the characters shown play a big role in trying to sell Levis jeans. The way the characters are preceived and what kind of image they give off influence the viewer in many ways.
The main character in 'Laundrette' is a young, white, attractive male. In the advert he is shown to be admired by many people in different ways. Similarly in 'Refrigerator' there is also an attractive, white male and he is also being admired by the woman in the advert. This instantly shows us what message Levis is trying to get across the audience, they are trying to say that 'if you wear our jeans you will be liked and admired'. This idea is shown in both 'Laundrette' and 'Refrigerator'. When in 'Laundrette' the man walks up to the washing machine two young boys are staring him at, this does not mean necessarily that the boys are attracted to the man but they respect him and admire his image. This also shows us that Levis are trying to say that everyone will admire you if you wear these jeans, whether male or female. Furthermore throughout the advert there are two teenage girls sitting behind the man and they are obviously attracted to the man but try to hide their feelings. In the same way the advert 'Refrigerator' also tries to send out the same message of admiration and attraction. When the man in this advert came down from the stairs there is a close-up on the young woman's face and the expression on her face shows us that she is clearly captivated by the man.
