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Representing Levi's When the Levi's sales decreased in the 1980s, they brought out a new line of TV advertisements in hope to boost the image and sales from 'my Dad's jeans' to 'rebalware' for teenagers and young adults. In the 1950's jeans gave the image of being hardworking and cool, it projected a 'strong' image for the wearer, boosting his/her confidence and self-ego. The main audience were young adults, mainly men. In this essay I will compare three adverts, Russia, Pawnbroker and Bath. Russia shows a young man in his mid 20's at an airport in Russia, we can tell this from a big picture of Lenin on the main wall. A solider checks his suitcase, the man is nervous, the solider brings out a James Dean magazine, this is set in the 1950's when the cold war was in 'action', a war of ideas between America and Russia over Communism. James...

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