Analysis of Levi's 501s Advertisement.

Authors Avatar

Analysis of Levi’s 501s Advertisement


Levi’s 501s were aimed at around 16-25 year old men who were believed to represent the core of the jeans market. The teenagers in turn were also influenced by the stereotypical image of teenagers from the 1950s who represented freedom, independence and rebellion against the older generations.

The 501s were presented as the Original Classic Blue Jeans that represented everything that was stereotypically American. The 501s were also portrayed as the original hardwearing work clothes, but by the 1980s they had become a fashion item. Malice

Aims in 1984

By 1984 the 501s were failing, Levi’s had to come up with a new campaign to boost numbers of the jeans sold. They decided to advertise the jeans with new television advertisements.

In the advertisements the main aim was to show that the jeans were very much American and were connected to the 1950s and classic songs.

Originally the 501’s were targeted at men, but Levi’s soon realised that if they were to make a significant affect in the market they also had to advertise to the female audience.

Join now!

The price of Levi’s 501s were always an issue. They were always expensive and Levi’s never pretended that they weren’t. Sometimes this point was obvious in the advertisements. Some people could not afford them, but the point that they were expensive was what made them special. People felt that because of the price the jeans must be much better than other brands. So to look popular they would get Levi’s as they felt that no other jeans would do.

There was also the fact that Levi’s always had zips.

Due to the advertisements, by 1947 there had been a 24 ...

This is a preview of the whole essay