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Levis 501 Gcse coursework Why was the 1984 to 1990 Levi Strauss advertising campaign so successful? In the early 1980's sales of Levi 501 jeans had slumped in the U.K so the management took action with a series of adverts aimed at the younger generation. As a result sales increased by 20 times in the U.K. The adverts worked on levis reputation of being the classic blue jean and used American values of big cars, Ray Ban sunglasses and American toughness to sell their jeans the also made the jeans look ahead of their time by setting most of their adverts in the 1950's and 60's to give a nostalgic feel that is one of the examples of intertextuality which is used in the ads. Levi jeans used famous rebels in their ads like James Dean and Marlon Brando to make young people think that if they wore their jeans they will be like...

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