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We studied a series of Levi commercials dating from the late 80's and early 90's.

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We studied a series of Levi commercials dating from the late 80's and early 90's. These commercials were extremely successful and the Levi brand name is now known world wide. The original Levi jeans were made for cowboys on the 'wild west' in the early 20's and where famed for their durability. In this essay I will explore the various issues of representation which are used to sell jeans. The first Levi's commercial I am going to be analysing is the advert of a man in a laundrette. This man is tall, dark haired, dark skinned and who is also muscular. He enters the laundrette and there are several people in there. He then stands next to a washing machine and starts to remove the clothes he is wearing. ...read more.


I think that the target audience for this advert is aimed at young women aged 18 - 25. I think this because his is the age group which is most likely to purchase these jeans. I personally rate this advert seven out of ten. The second commercial I shall be analysing is one I call 'Chin-ups'. This is an advert in which a young muscular man is showing off performing a number of chin-ups. After performing these chin-ups the man decides to have a nice refreshing bath. He runs the bath and then gets into the bath and lays down wearing his new Levi jeans. The idea of this advert is to advertise that Levi's now come in your size-pre shrunk. The tag line reads 'shrunk to fit.' I feel that the gender representation portrays very strongly that these jeans are for males only. ...read more.


In this situation people are expected to give their partner an object of the highest value. The man gives her his Levi jeans. The significance of this part is that the man feels these jeans are the best thing he owns. This is why the man gives them to his girlfriend. I believe that the gender representation of this advert is aimed at both make and females. I think this because the man gives them to his lover, this means he must of wore them previously and now she will. Overall I think that this is a good commercial and it shows good representation of the both genders. I rate this advert eight out of ten. Overall I can understand why these commercials were so successful. They are storylines that I feel you can relate to, so people buy the jeans because of this. Discuss Issues of Representation In a series of Levi's Commercials Mike Carrick 11 GK ...read more.

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