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Levi’s Jeans

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Levi's jeans Part One Levis has been around the world for more than 140 years. However it has not always been a fashion product. Rail workers originally wore it in 1950's as a rough, cheap and hard piece of clothing. For the first 100 years, only men wore them. Women started wearing them in 1950's. The adds that were shown to us were shot in the 1980's. By the look of the adds, they were based on the living of the fifties. The advertisers did so because they wanted to show that this was a prospective in the American history. It was just not about the history but they also wanted to show that America has been a strong country from the beginning. They wanted to portray America as a strong nation. Another reason to base the adds on the fifties was that at that time American youth heroes were quite popular amongst the youth. Examples of such heroes are like James dean and Marlin brando. The teenagers would look up to them and try to copy them in each and every way. ...read more.


Women were also shown as faithful and loyal, which can be seen in the bus station add. In the bus station advert, the man wanted to show to her girlfriend/wife the ultimate sign of commitment; so he gave her his pair of Levis jeans, which they cherish from their heart. For the women, the jean becomes the most valuable thing for her. After receiving the jeans as a present the women goes home and puts on the jeans which shows that she doesn't defy the principles, because she cannot take her clothes off like the Levis man, or walk around with the thought in your mind that your the strongest. In some other adverts the Levis female does posses similar qualities as a typical Levis man, for example in the Eddie Cochran advert, the female wears a sweat-shirt and a pair of Levis which is totally different from the party code. i.e. she defies convention as well but by being decisive and non-conformed and above all she still gets the respect. Respect from her boyfriend who thinks that she is looking cool. All of Levis adds have one thing in common that all the characters wearing or getting attracted to the Levis person are beautiful. ...read more.


even when are used. These adverts also give us a cultural reference about Levis. These adverts are situated at well-selected places such as pawnshop and pool hall; because the advertisers want to show the importance of Levis jeans. These sorts of things are visible from other adverts as well. In each and every advertisement music plays a controversial role. The adverts would be dry without music. The music that has been used in the adverts has been carefully selected. Most of the used music is rock n roll and blues. The music has a very deep effect on the audience. Most of the songs/music comes from black artists. This gives us an idea of the attitude of the Levis man. All of the adverts are successful but in their own criteria. These adverts became quiet popular between youngsters because they were made for the youngsters. The adds were and showed what the youth wanted to see. These adverts became successful by showing people that by wearing Levis, you become a special being. Young females love you. Although the advertisers did a good job. They didn't make any impression on me because I always have bought a Levis. Nowadays Levis adverts are much better than the old ones. This can be a result of the generation gap. ...read more.

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