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An analysis of the Levi's commercials produced by Barte Bogle and Hegarty in the 1980's.

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Introduction

An analysis of the Levi's commercials produced by Barte Bogle and Hegarty in the 1980's. Levi's jeans were first produced in the 1870's, and they were originally used for work. Minors would've usually worn them. They were appropriate for the minors to wear because they were strong and durable, and they would have lasted them a long time. Once the jeans had been around for a while, they became more popular, and more people started wearing them, especially the teenagers. In the 1950's, teenagers began to wear them, and they became a fashion statement. Now that the teenagers of the 1950's were wearing Levi's jeans the teenagers of the 1980's didn't think that it would be very fashionable to wear the jeans because the adults were wearing them. ...read more.

Middle

I was particularly interested in the advert for Levi's jeans where the soldier in the American clothes, puts stones in the machine, and this was to fit the slogan, "Stonewash." Two boys come on the scene during the advert and their mothers pull them away from the rebel, and this makes it seem as though the soldier is a tough man. The Levi's man has an attitude, and this symbolises America. At the end of this advert two girls are standing outside giggling about him. This could be so the advert makes out that girls notice you more, when you wear Levi's jeans. The song in the background always has a great effect on an advert and in this one it did to. ...read more.

Conclusion

He walks over to the washing machine, and two boys are standing there looking at the man in amazement, because they idolise him, just like the teenagers did in the 1960's of their movie stars. The song in the background shows us that the other people in the laundrette are whispering about him, and the steam coming from the washing machine shows sexual tension. I think that the advertising company were successful in advertising the jeans, because they were projecting an image that it is now cool to wear Levi's jeans again. The adverts have had a great effect on a lot of people, because the high majority of people now in the 21st century are still wearing jeans, and that is for any age, and this proves just how successful Bogle, Bartle and Hegarty was in advertising Levi's jeans. Andrew Latimer ...read more.

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