Levi's 501 Jeans.

        In the 1960s and through to the mid 1970s jeans were an international uniform of the young. They conjured up images of youthfulness, rebellion and an America that young people really aspired to. In the late 1970s Levi’s were beginning to acquire a my dads jeans image and sales began to fall dramatically. Levi’s sets out in the 1981s to re establish Levi’s 501’s as the jeans worn by the core 15-19 year old male target market. It was crucial that they become an exciting commodity.

        The general and common theme of the adverts that I saw had sex appeal with young attractive male models. The models were either dressing or undressing. While dressing or undressing there are shots of the male models underwear. Other common themes for the adverts are romance and sexual relationships. The common characters are young attractive male models. The storylines are to do with the youth culture- sex, romance and rebellion. The soundtracks for each advert are the hit song of the time the advert was made.

        There is American culture and the way of life in American at the time in each advert. The soundtracks were all popular rock or classic song of the time. Some the lyrics involve a love or sex theme. There is also a macho theme in the adverts, with motorbikes and good body. In the adverts men are represented as dominant and in charge of the situation. In the adverts women are represented as submissive, in awe and admiration of the men. Also from the advert you get the feel that Levi’s are see as a currency or a valuable commodity. You get this because Levi’s are unique and sought after.

        Two adverts which are different are one is a young attractive male model get changed and a man smuggling Levi’s into communist Russia. The advert with the male model who is getting changed, there is a shots of him in a pair of 501’s and the top of underwear showing with nothing else on. The male model has a perfect 6pac with young male with think that Levi’s will give you a perfect figure and give you sex appeal towards females. In the second one you have a man who is about between 30-40 who looks like a businessman. He travels into Russia by train and when he gets to his stop soldiers then search him. They don’t find the 501’s so he successfully smuggled in the jeans to communist Russia.

        I think the adverts have achieved the aim as the adverts each give you a different feel whether its if you wear 501’s your pull any girl or if its if you wear them you will have freedom and be part of the youth culture.