Levi's Jeans Adverts - Case Study

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Levi's Case Study

When Levi's first released this succession of commercials, they planned to change the public's view towards jeans in general. Their target audience was set. They planned the advertisements to appeal to a younger generation. Levi's were always thought to be worn by working-class people for leisure-wear, or worn by the middle-class as work-wear. The jeans were always thought to be boring, dull & unfashionable. They prepared to take on a new image. Levi Strauss & Co. planned to breakdown the stereotypical barrier that the public had built up regarding these astounding denim trousers.

Levi's have been around for more than a century. The company was established in 1853. In 2003, Levi Strauss & Co. will be 150 years old. In 1873 their founder, Levi Strauss created the first blue jeans. From the mid 1950's onwards, jeans have been especially associated with particular types of male American youth heroes, including James Dean, the young Marlon Brando, & their Sixties followers - heroes who have become symbols of youth & rebellion in almost all areas, spanning over 5 generations of American & global culture.

Their new image was sexy, stylish & sophisticated. Their new