Levis Jeans

English Media

I have been given the task to analyse the adverts on Levis jeans:

When Levis were first brought out, their audience was youths, teenagers or young adults. Though as time went one the young generations that brought it gradually grew older and had kids. With losing its youth market, Levis needed and new idea to bring back what it used to be. Their idea was to recreate their original reputation in the 1950's for the new and up coming generation. The 1950's Levis brand was renowned for its strong hardwearing fabric with its original design and cutting looks. But more then anything, its American-ness. Their jeans were not just any old jeans, they were stylish, classic and above anything else, they were Levis. They represented rebellion, individuality and of course, youth.

Levis new advertising campaign introduced a creative new idea to the spectrum, involving a man and a woman recreating the impressions of the 1950's America. All the advertisements in this series revolved around the same idea of people finding the person wearing the jeans desirable and attractive.

The scenarios ranged from beaches to laundrettes all emphasis on physical attraction and nearly all of the commercials set in a public place. However Levis didn't predict the fact that the impact on commercial campaign would bring to the population of the generation. The result was massive, the number of button fly jeans sold in 1987 was more than 20 times the number of 1984 due to the break of commercial advertising. It seemed like that everyone who knew about the 501's wanted to get their hands on some, even those who couldn't afford it. Though it seems that Levis mainly wanted to attract men to buy it, many women also brought them. It was the must have.
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The commercials are often controversial and always lavishly produced. The adverts denote that if you wore Levis jeans you were cool, sexy, and stylish. Even though Levis jeans were a casual fit, it seems that the jeans were so versatile that you could actually wear them to a party to impress, this is shown by the party advert.

As well as being all of the above Levis got the right balance between rebellion and a sense of style.

An example of their successful campaign is the advert referred to as 'the deal'. This advert starts ...

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