The Techniques Used by Bartle, Bogle and Hegarty to...

The Techniques Used by Bartle, Bogle and Hegarty to advertise Levis From the mid 1950s onwards, jeans have been especially associated with particular types of male American youth heroes, including James Dean, the young Marlon Brando, and their sixties followers - heroes who have become symbols of the youth and rebellion in almost all Western cultures. Before World War Two jeans were worn as mens work wear, so that workers had something comfortable to wear but after World War Two, the jeans became very popular with the war heroes who were returning from fighting. Through the 1960s and 1970s, ever since the exportation of jeans from America during the heady days of rock and roll, the†¦show more content†¦They were always considered the tough guys. They thought they could get anything they wanted, and everyone liked and admired them even though they were rebels. Everyone between the age of 15-19 years wanted to be like them and the Levis commercials encouraged teenagers to go out and buy some jeans so they could be rebels too. This is exactly what Bartle, Bogle and Hegarty wanted. They produced a sequence of cinema and television advertisements. All of the advertisements have a shot of the protagonist and show how he will do anything to protect his jeans. For example, in the advertisement The Beach, the Levis Man gets his dog to keep guard over his jeans. Also in the Pawnbroker, the protagonist has to get some money for his car. When he leaves, the owner points to his jeans. You could tell he really didnt want to sell them but had to, in order get some money. All the Levis commercials display an image of sex, youth, freedom and rebellion. In the advertisement Parting, the Levis Man gave a woman a pair of Levi 501s. The women took the jeans home and put them on. To illustrate the image of sex in this advertisement, they show close-ups of the jeans being put on and the buttons being done up slowly. All the songs used in the advertisements were number one hits. The music was