I will concentrate on Levi’s jeans for my research project, a company that has been around for more then 150 years. The company, through its ads, displays very political messages that help sell the product.
Each ad campaign deals with a liberation of some kind: independence of women, freedom from the rules of the Axis Powers (World War II), civil rights, rebellion of “punks”, the rebellion of rockers (against the vietnam war), and finally we get to the present “a style for every story” which tells the consumers of 2006 that they should state their own individuality by offering variety for their personalized style.
