Media; Levi Jeans Campaign Essay

1414 words - 6 pages

Why in your opinion, was the Levi Strauss 501 campaign so successful?

The Levi Strauss 501 advertising campaign was so successful in 1984-1990 as it attracted the typical American teens selling independence, sexuality and physical good looks, representing the perfect figure and body. It illustrated a complete lifestyle to the teenagers world. Admiring the fantasy of idols James Dean and Marlon Brando, all connecting to the Levi guys (jeans) in the adverts, giving the impression of a sensual, healthy radiant aspect, to the gazed audience. Falling for the act, teens still continued to buy the different types of jeans, whilst new ideas were being designed. People realise now it was just a pretence illusion. Although these shams still occur in adverts today.

In the advert ‘The Launderette’, it begins straight away with music, then a view of a Korean soldier standing outside, indicating the war had just ended. He’s put there as a parallel to the Levi guy, he’s not as laid back! At first the camera doesn’t focus on the Levi guy’s face, giving mystery and intrigue to the viewers. Entering into the steamy launderette, everyone turns and stares. Staring is the usual old, slob-like husband, one hand holds a cigar, whilst in the other sits a beefy, dripping hamburger! Noticing his entry, the Levi guy slyly removes his cool sunglasses, revealing his smiling face. With the dark, slick back hair, a dream to every girl. Dull lighting among the other customers symbolizing their shallow lives, whilst innocently he places his clothes into the machine . Unusually he puts stones into the machine along with his
clothes, thinking nothing of the matter. Glaring at him is the average housewife with her children observing closely.
Sliding his jeans off, there is a close up on his backside- revealing the one and only red Levi tab, showing they are nicely fitted, encouraging the opposite sex. Steam evaporates around him, sexuality diffuses in the area. Red, white and blue colours surround the launderette corresponding to the American flag- the jeans belong to America! All attention on him, he turns round in white boxer shorts, attracting people to buy them and causing his brown, toned body to glisten. Typical, normal girls, giggle
together, as he sits down in the middle of the waiting seats. Above him a bright orange border encloses him. Expressing his delightful, healthy life. Where as the stereotypes around him have dull, grey borders girdling them.

As in every advert, it finishes with the camera shot on 501 jeans, and always gives an appropriate slogan. This particular one reads ‘Now available stonewashed!’ Relating back to when he places the stones in the machine to be washed. Each storyline in the commercials have an unpredictable ending. The adverts kept changing, the colour of the jeans changed from blue to black. They purposely did this to make more money because since World War 11, people had more wealth. The teens had to be in with the latest fashion.

Find Another Essay On Media; Levi Jeans Campaign

rawrkawr Essay

10008 words - 40 pages DOCKERS: CREATING A SUB-BRANDINTRODUCTIONIn the spring of 1985, Levi Strauss & Co. (LS&Co.) was flush with its success in the blue jeans market. The company's star campaign, called "501 Blues," had recently brought new vitality to the company after several failed expansions into other apparel market segments in the earlier part of the decade. Confident in the wake of 501's success, the company was contemplating its next steps when

Assessment of Levi Advertising Campaign Essay

1829 words - 7 pages Assessment of Levi Advertising Campaign Levi's have been around for more than a century. The company was established in 1853. In 2003, Levi Strauss & Co. was 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

Media Advertising and Sex

1339 words - 5 pages go out and buy what the ads are selling. There are many advertisements and commercials that use this approach. Prime examples of this are the advertisements for Orbit Gum and A Diamond is Forever. Also, the commercials for Levi jeans use sex to promote the sale of their brand. As a way to explain how and why the media uses “sex to sell,” many articles have been written concerning this. For instance, “Sex as Symbol in Fashion Advertising” by

The History and Future of Denim

4030 words - 17 pages of jeans, and starting from the uniform for the miners. Levi’s and Co today is commonly known as “Levi’s”, and it has evolved into one of the top denim brands in the world, and is the world’s favourite. They have invented a lot of styles that can easily match the body shapes, especially the women’s with the Levi Curve ID program. It classifies the body shapes into three main styles as seen in the illustration below. Figure

Marketing Plan for the introduction of Virgin jeans

3470 words - 14 pages becoming increasingly important. Jeans have made their way from working clothes to an every day dress.Little has been changed since the first modern jeans was manufactured by Levi Strauss. An important invention was the zipper introduced by Lee in 1926. Tweel (the untreated cotton fabric) is still the material jeans are mostly made off. New materials include rubberised cotton, nylon, leather, velvet, corduroy, snake printed or sequinned. The finishing

Fashion in 60s

1555 words - 6 pages . Men wanted to be just like rebels. They were known as "Greasers", the young trouble making group of boys. In the nineteen fifties many men were working in manufactoring and agriculture. Around this time Levi Strauss made the blue jeans. They were perfect for men working in factories and on the fields (Bradley). Every class was wearing blue jeans, because of jeans, there was no distinction of wealth or status, and they crossed over

Levi's: Corporate Social Responsibility

3702 words - 15 pages Book Co, SingaporeVives, X. 2000, Corporate Governance - Theoretical and Empirical Perspectives, Cambridge University Press, 2000Electronic SourcesBSR - Business for Social Responsibility, 2003, viewed 14th March 2007, CC - Clean Clothes Campaign, 5th May 1998, "Levi Strauss & Company, Corporate Profile and Case Material", viewed 12th March 2007, CCC - The Center for Corporate Citizenship at Boston College, October 2003, "Can Citizenship

Social Class and Consumer Behaviour.

886 words - 4 pages , the Levi Red Tab Evolutions campaign aims to reinvigorate the brand by breaking from the traditional advertising method commonly used for jeans. The chosen ad, through the use of a pair of digitally enhanced feet shaped as high heels, portrays the jeans as funky, original and self-assured, and its flexibility allows for the brand to tailor its appeal to the consumers self-image. The ad suggests that wearing Levi's Red Tab Evolutions jeans will

GAP Marketing Analysis

5041 words - 20 pages and the younger Vietnam-era generation. Gap targeted their jeans and vinyl records to the younger generation that was rebelling against older established cultural norms. Also, it is said that the 1st store was located in a valley, or gap, between two hilly areas of San Francisco.The Gap quickly grew in the 1970's adding nearly 200 new stores across the nation. They primarily sold Levi jeans but expanded their offerings by developing their own

Fashion: Selves and Surfaces

1222 words - 5 pages could dress the way I wanted and let my personality shine through the fabric that covered my body.With this in mind I wore whatever was practical, which for me based on my family's economic status was basic Levi jeans with a T-shirt or a polo styled shirt. Nothing expensive, but nothing cheap, because my parents believed that when you bought something, you buy something good so it lasts. This was of no concern to my peers whose parents houses

John Tomilson and the Global Culture

2013 words - 8 pages economically or politically "unified" ‘. Thus for example if a Chinese person wears Levi’s jeans and Nike trainers and eats occasionally in American fast food restaurants, he or she would not lose their own identity, neither would an American person consuming on regular basis Chinese food. Instead, both sides have had the opportunity to experience something new and different, which makes their mundane life and culture much richer.The lived

Similar Essays

Explain How The Levi Ad. Of Your Choice Sells It's Product

1342 words - 5 pages The Levi advertisement of my choice is the one with the caption 'separates the men from the boys'. I chose this advert in particular because it has a typical storyline that is easy to follow through and it really sells the product using the music, characters and props mainly catching the audience's eye. Levi jeans are mainly targeted at the younger audience, although jeans in nowadays are very popular and a variety of age groups now wear

Integrated Marketing Communications Paper On Levi's Jeans

950 words - 4 pages in the "Make Them Your Own" campaign, providing information is the first. In the print media, there is a listing of department stores where Levi's® are sold. At the end of the broadcast commercials, the web address of the company is listed. In both of these forms of media, the style of jeans that the model is wearing is also listed. The second objective is to increase demand. Levi's® is trying to increase demand by

Levi's Marketing Strategy In Relation To Type I Jeans Model.

3587 words - 14 pages STRENGTHREINVIGORATING BRANDS - with innovative productsENHANCEMENT OF RELATIONSHIPS - with retail customersACHIEVING OPERATIONAL EXCELLENCEUPGRADING PRODUCT PRESENTATION (placement) - at retailLevi's are continuing to pursue these strategies today, some are explicit for example Levi Type 1 jeans sit in lavish display heavily laded with their iconic advertisements. Other strategies are internal, and implicit to the average consumer, such as the overall

Levi Strauss Essay

812 words - 3 pages jeans to anyone whose pants ripped.Strauss ran an ad for the new and improved jeans: "Excellently adapted to use ofThose engaged in manual labor." His pants were made for "miners, lumberjacks, cowboys, and teamsters." He called this new version of his product "lot #5". Davis's ideas and Strauss's ad campaign led to a boom in buisness. Today it is hard to imagine what the United States would be like without Levi Strauss's lot #5. In 1876, Strauss