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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 target audience was younger, fresher, & had more money to spend. ...read more.


White is the colour representing purity. Despite speculation & stereotypes 'rebellion' is not necessarily bad, but in this context good. An example of their successful campaign is the advert referred to as 'The Beach'. In this advert the hero is represented as being the modern equivalent of a rebel that is a 'beach bum'. The iconography shows that the mise-en-scene, (a stunning, picturesque beach, which shows typical connotations of being in a country like Florida, possibly California; where the sky is clear blue, the surf is good & the sand is golden) shows connotations of being a typical American Summer. The style of buildings & road signs in the background denote a modernised & commercialised style, which shows connotations of America. The music is non-diegetic. The song is titled 'Can't Get Enough' written by 'The Bad Company' in 1974, which plays all the way through the commercial. It particularly gives the whole atmosphere that American Summer feel. The words vary closely with the film to give the maximum impact & together form an excellent example of intertextuality. It begins with the hero & his dog walking along a beach. The hero takes off his jeans & leaves them in the care of his dog whilst, (we assume) ...read more.


Notice that, again, the words vary closely with the action in the film. The hero enters via the lift on a motorbike (possibly a Harley-Davidson) looking very cool & showing connotations of being a bit of a stereotypical hell's angel. He pulls up alongside the heroine looking very sophisticated & businesslike. The hero hands the heroine a brown paper parcel, which she opens, revealing a pair of Levi's 501's & then proceeds to put them on. The heroine takes her hair out of a ponytail & leaves it loose & mounts the bike behind. Then the camera shows the couple riding off happily into the sunset. The slogan reads 'The Original Workwear' & the famous red logo is displayed once again. The target audience is the same as the beach commercial. Both adverts are similar in context, just different storylines. Almost all of the adverts in this commercial campaign have very sexy heroes & heroines. This series promoted Levi's sales of 501's quite dramatically, obviously having a large impact on the consuming public, which is what they didn't expect but I'm sure were pleased & at the same time shocked by the result. They promoted Levi's as being an intrinsic part of a great American tradition & embodied the American ideal of freedom & daring to be different. Through Levi's the American dream could become a reality! By Daisy Coleman 10JCT ?? ?? ?? ?? ...read more.

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