• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

We watch all the television commercials from the Levi's European advertisement campaign that ran from 1984 to 1990, then picked three to analyze, review and compare by using media terminology.

Extracts from this document...


We watch all the television commercials from the Levi's European advertisement campaign that ran from 1984 to 1990, then picked three to analyze, review and compare by using media terminology. Levi's brand created an image of youth and freedom in the adverts. The American dream is normally created as a materialistic society in which people desire money and possessions; it is shown as a hot, sunny paradise. In many ways the Levi's adverts are associated with young, unconventional, even rebellious people of whom people are envious or disapproving. In the adverts the men are usually presented as rule breakers whom the women follow. In a reversal of the normal representation men are also presented as the object of sexual desire. The images are created in the Levi's advert with the type of people who are young or old. Youth is created in the Levi's advert by the people around the scene. In the launderette when the young man sat next to a fat old man, it projects the young mans youthfulness and makes him appear better looking. I will be analyzing the following adverts, Russia, Launderette, and Pick-up, in that order. The Russia advert is taken place in an airport during the winter in Russia, and is filmed in black and white, it is the first thing you notice when watching the advert. It suggests to the viewer the advert is serious, but boring, old, and business like. ...read more.


As he as he unbuttons his jeans slowly in a close up of his groin again making u think about sex and the man's sexuality. The women start giggling in a mid shot, while the man bends over slowly again as if he is not aware of the attention he is getting from the two women and the rest of the people in the launderette, it shows he is not shy but confident of his body. The man takes off his Levi's jeans to show white boxers underneath. In a close up of a stern young woman watching him with a surprised look unable to tear her eyes off him. As he puts he's jeans in the washing marching in a mid to long shot with everyone staring he looks incongruous, but cool. An old woman eating bread with her mouth open while looking at the man makes the viewer think of hunger for him by the other women in the launderette. A close up of the sexy young man sitting next to a fat old man projects the mans youthfulness and makes him appear better looking My third advert is called 'Pick-up'. It takes place in a desert road in the summer. It starts off with a long shot of an empty desert road suggesting America and freedom. It has the golden glow as mentioned in the launderette advert. ...read more.


They are sometimes compared with fat old women to make them stand out, as with the men. The music 'I heard it through the grapevine by Marvin Caye was used in the Launderette advert. It was a hit in the 1960's; therefore it helps create the 1960's mise-en-scene of the advert. When the advert was shown on television in 1984 the song re-released and charted again. It is a good example of intertextuality and the advert exploited popular music. The song made it easer for people to remember the advert because when the herded the song they thought of the song and it raised brand awareness. The adverts analyzed were powerful ads in the 1990's because they were the first of their kind. They made people see adverts are powerful tools in marketing goods, and can influence the audience. The targeted audiences for all three adverts in the 1984 were age 16 to 25. As a girl at age 16 you tent to like older men and have a little bit of money, and as a boy at age 16 you tend to want to be like an older man. At the age of 26 you find your self-becoming older and wanting to settle down. The jeans are made for young, fashionable, rule-breaking people. The Levi's European advertisement campaign that ran from 1984 to 1990 was successful because it is still talked about today and is known as the ads that changed the world. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Marketing essays

  1. Free essay

    M&S Advertisement

    Guinness In the Guinness advert the music they use is nice and calm and it suits the atmosphere where they shot the advert, because the people who are in the advert are hard working and if you think about it, the music goes with the advert.

  2. This project requires me to produce a imaginary business

    For a advertising campaign to be successful it must: � Reach the right audience � Be attractive and appealing � Make the money that the audience cost back in sales. Control over advertising In a advert you can not put just put anything in it, there are certain rules they

  1. Marketing mix and the 4P's

    So it to be more easy for me to give out my product it will be best to distribute it out to major stores where there are more people walking around. And I would also need to look at the price range also, this will tell me if the location

  2. Advertising - Peter Kay's John Smiths Campaign

    Even though we are shown the product at the end of the advert it is still implicit. We aren't told why we should buy the bitter or why it's better than other competitors, yet the combination of humour and Peter Kay is instantly associated with the product.

  1. Upon looking at the JVC advertisement, there were five key ideas to analyse - These ...

    Depending on where this is published depends on the response because, for example, if it was published where women would read it, it would generally generate a negative response, and they would be unimpressed by it. However, men would often look at the woman, look at Seb, and the rest

  2. Investigation of How Women are Represented in the Media

    Where is the ad. from? Which company made it? What product is advertised? Which demo. group is it aimed at? What are the woman portrayed as? Woman's appearance Is this image stereotypical? 'The Times' Toyota Avensis (car) middle-aged men old women dancing in a ballroom thin, jewellery, nicely dressed no 'The Times' Allders blue cross

  1. Gender in the Media

    It continues to say that women became sex objects, wives or mothers in the 1960's and were portrayed as achieving fulfilment by looking beautiful for men. Although there were an increasing number of women in the labour force in

  2. Comparison of three job recruitment adverts

    This means that if the reader is searching for the job advertised in this specific advert they can see it without having to read anything in depth.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work