Why the Levi Advertisements Were Successful

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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.

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