Why the Levi Advertisements Were Successful
Levi's began to manufacture jeans around the 1870s, and jeans were
originally working men's clothing. During the 1950s people aged 13-19
became known as teenagers, prior to this people were all either
children or adults. Jeans became popular clothes for teenagers because
they were seen as a sign of rebellion against parents and authority.
The jeans wearing teenagers then grew up and become parents meaning
that the next generation of youngsters saw older people wearing the
jeans and refused to wear them. This forced jeans to become
unfashionable throughout the early 80s. In the mid 80s Levi's hired a
highly successful advertising company (Bartle Bogle Hegarty) who with
a series of adverts turned around the situation, resulting in the
sales of Levi's jeans rising 20 fold. Advertisement 66 features a
young man in a city apartment who wears the jeans. The man is what
could be described as "conventionally good looking," and is very
tanned, at the start wearing just boxer shorts. At this time many
people thought that tanned meant you were healthy, and seeing a good
looking healthy man wearing the jeans would convince many teenagers to
wear them. The man does some exercises, showing off his body before
slipping the jeans on. Whilst he is doing this the director is focused
upon the crotch and buttocks of the jeans. This makes the man more
sexually attractive to impressionable viewers. The man then looks in
the mirror at himself, with a satisfied expression, as if he is
thinking that he looks good, before picking up a picture of a woman
who may be his girlfriend, or a woman that he is preparing to me...
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... the jeans would make them instantly attractive, as
the people featuring in these advertisements are, and seeing the man
in the Levi's always getting the girl would be an incentive to many
young men to purchase these jeans. Throughout these adverts the men
are all conventionally good looking, the woman are usually fairly
attractive also. They all appear to have confidence, such as the young
man who strips in the laundrette. Also others always admire the men
that are wearing the Levi's for their jeans, and they always get the
woman, as opposed to the men who aren't wearing Levi's which in one
advert one such man got his woman taken away. Overall there is the
portrayal of people that wear Levi's being better looking, admired by
others, and being attractive to others. This would convince many
people to purchase the jeans.
Advertising has become increasingly popular with television shows like Mad Men that have allowed audiences to gain a new insight into the growing art form during the 1960s. It helps that the show has featured strong female characters like Peggy and Joan. These strong females have had to work their way up the ladder in the advertising world during a time of change. However, these women have key character faults that seem almost improbable and lead viewers to believe that women have only been able to climb the advertising ladder through sex and deception. Furthermore, the notion women may only be able to achieve an executive role through less than desirable tactics have been reinforced within the storyline. However, this is not exactly the
When we’re flipping through a Cosmopolitan magazine, we often times don’t stop to observe advertisements. Some might catch our eye at first glance and some we may hardly recognize. Dove and Olay chose certain colors, repetition, sayings, size, lines and strategies when they developed their advertisements for body wash. Both companies have good and bad things about the advertisements they had published in the magazine that is aimed towards young adults. The two ad’s might make one feel completely different, while they both serve the same purpose.
While the Elizabeth Arden ad was published in 2017, the Skippy ad was published approximately twenty years ago. Despite the difference in years, the two ads bear many similarities. Both feature an individual whose photo covers the majority of the article, and, in the right-hand corner of the ads, readers will notice the product itself on display (Skippy, Elizabeth Arden n.p.). Finally, in the left-hand corner, there is text placed carefully for the purpose of informing viewers about the product (Skippy, Elizabeth Arden n.p.). Although the two ads display different products, the placement suggests that while the message behind advertisements may have changed, the design for such articles has changed very little in recent
Furtheremore, the ad utilizes the sex appeal element to induce action. The main appeal to sex is made by the body language between the man and the woman, as the man’s legs are in between hers and her posture and leering facial expression which sc...
The ad uses the people in the foreground as models for their clothes. The two men and one woman are perfectly groomed and stately. This causes the reader to believe that by wearing their clothes they can become like them. The background establishes a cosmopolitan feel. The mountains feel as if they are the Italian Alps which contrasts with the all American clothing the models are wearing. This contrast makes the ad appeal to everyone who wants an upper echelon or 1% feel in their lives. Who wouldn’t want to vacation in the Alps? The colors of their clothes are red, white, and blue symbolizing the American dream. Reinforcing this is the American flag on the back of the woman’s sweater. The words “Polo” followed by “Ralph Lauren” establish credibility through the fact the ad does not need to explain itself. You are expected to know Ralph Lauren as you are expected to know how to eat or sleep. The ad itself does a fine job highlighting the lifestyle associated with Ralph
is a long shot of a customs hall and a mix to close-up of a poster of
There are many companies that use sex appeal in their ads today. For instance Victoria Secrets is one of the top sellers in lingerie. They show skin in every one of their ads. All of their models put on the sex appeal for all commercials and magazines. That is what helps them sell. Women look at those ads and see those girls floating on clouds like angels and feel they could feel the same if they wore that purple bra or red underwear. By showing these girls constantly looking sexy in their ads make women feel sexy just wearing them. That is the whole point of using sex in your ads. It?s amazing what a little skin can do. "In advertising, sex sells. But only if you're selling sex (Richards).
It is clearly highlighted in “In Praise of Advertising” by John Hood that advertising, while acting as “a powerful force,” has certainly been heavily criticized for numerous reasons—among it being “its apparent excess,” “wastefullness” and “bringing into being wants that previously did not exist.” It is in fact interesting that Hood claims that advertising reflects the “triumph of the consumers over the power of producers and vested interest.” This may seem trivial for many people, but the secret behind “brand loyalty” is influential in many consumer markets. For instance, an iOS user would preferably stick to Apple devices as would an Android user to his/her Samsung phone. Ads fuel this “attachment” and is then supported by the actual performance
In today’s society, we are bombarded with images telling us how to dress, think, act, and behave. As Ed Norton in the movie Fight Club says while looking at a Calvin Klein underwear ad, “is that how real men are supposed to look?” I decided to search for an ad that can be seen as controversial or even disturbing at that, and I was lucky enough to come across a Jimmy Choo ad in W magazine.
Advertising is something which has developed and destroyed our new generation brain; it has affects people in such ways that they do not understand the consequences and its affects, the phone company, fashion industries and the new type of cars and the truck companies. Study has shown compare to 1940’s the advertising has changed due to the competition between the industries and not caring or paying any attention the damaged what they are doing to the new generation brain.
Even though advertisements can advertise new products, sex-appeal strategies attract customers in ways where the media exploits and objectifies women and gives women unrealistic looks of what beauty is. Like the renowned fashion designer Tom Ford, known for his variety of fashion styles and collections, he is a great example to consider when taking a look at gender representation. In one of his particular advertisements for a 2012 fall collection, it appeals to the need for sex, the need for attention and the need to satisfy curiosity.
During the New Era to the Great Depression, mass advertising propelled fundamental changes throughout society and fueled the nation’s economic prosperity. Advertisements in the 1920s from businesses who promoted their products at the time would, “appeal to the consumer’s anxieties and personal needs” (Page 629). Material goods, such as cigarettes attracted the American dream and culture. Cigarettes promised to meet the spiritual and emotional needs of many Americans. Marketing of the tobacco industry was one of the most negative influences on American culture during the twentieth century. The propaganda used to sell cigarettes negatively affected society because it was unknowingly a pollutant and a harmful product to many Americans. On page
Each advertisement has their own message. However, a majority of the ads are telling us how men and women need to act or look. We tend to not notice as much, because it has become a norm to accept the fact that we can always improve our image and self. In the documentary “Killing Us Softly IV,” the women narrating the video states that women and young girls measure
In many clothing advertisements, particularly jeans and lingerie ads, women are used as the main subjects to entice the viewer to notice the ad and most importantly, be excited about the product. In one photo, Calvin Klein Jeans promotes its clothing through what seems to be unwilling, reluctant sexual activity – rape. The advertisement displays the woman resisting the man with the palm of her right hand, and she is pulling her shirt down to cover her stomach with her left hand; yet he is still pursuing her and attempting to remove her top. Her body language and gaze – devoid of emotion – reveal that she is not interes...
Good to the last drop. This iconic slogan is just one of many that helped build print media advertising into the powerhouse it is today. With such a powerful slogan like good to the last drop, which was tag lined in 1926 by Maxwell House’s but is still used today, we wonder where did advertising all begin in America. According to P. G. Kishels’ book; The rise of advertising in the United States: a history of innovation to 1960 we learn that advertising started all the way back in the 17th century. As soon as the first printing presses began to arrive in the American Colonies, people and businesses began to reap the benefits of advertising. One of those people was Benjamin Franklin who used print media advertising to start the Pennsylvania Gazette a newspaper company, create the U.S. postal system, circulating libraries, and even become the first millionaire. With Benjamin Franklin seeing great success in print media it is no surprise that others did as well. Businesses soon began to hire advertising agents as early as the 1800’s to help them format and create ads that would help them sell their products. As advertising grew so did the amount of success stories like the story of John Wanamaker who used advertising to promote his men’s clothing store in Philadelphia into one of the biggest department stores of its time in 1876. John Wanamaker used the simple idea of advertising whole suits for only three dollars and his success has led other department stores like Men’s Wearhouse to use the same tactic while implementing new ones to stay profitable in a new, more competitive market that sellers are facing today.