The Gold rush of 1884 attracted many adventurers to California. One of them was a twenty year old man named Levi Strauss. Strauss used to be a cloth seller when he lived in New York, and when he travelled he took a few bundles of cloth to sell on the journey. By selling cloth he earned enough to survive on and by the time he got to California all he had left was a roll of canvas. He never thought that anyone would want clothes made of ca

nvas. But apparently they did. The miners trousers used to wear out very quickly. So Strauss made some trousers out of canvas to sell to the miners. More and more miners kept Strauss to make some more of the canvas trousers but Levi was not entirely happy with canvas, and started using a new fabric from Genoa, Italy. The weavers there called the fabric “Genes” Strauss changed the name to “jeans”, then later to Levi’s. they were popular with cowboys as well as miners and are still popular with men, women and children of the globe.

1.) Many of the levis advertisements in the collection used themes and images connected to the American way of life, such as the American images of the cars and bikes, the long dusty road into the desert, the surfer image and the 1950’s American T-bird rebel image as seen in the popular American movie “grease”. These helped the European campaign to be successful because people at that time as a wealthy, powerful country. Most of Britain film and music stars came from America and since not many Britons had been to America, it exploited British ignorance by creating the ideology that everything and everyone in America looked and sounded perfect. So of course if Levi’s were associated with America then they would be assumed to be perfect too.

3.) Most of the captions/slogans inform that Levi’s are the original jeans, or state that there is a new range of Levi’s on the market, such a

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