Postmodernism characteristics are: "An emphasis on surface, image…a lack of seriousness expressed through modes of pastiche, parody and irony; blurring of critical boundaries between high and low art, historical and present, the different genres …host to multiple intertextual references"
(Angela
Carter's Nights at the Circus: A Routledge Study Guide
By Helen Stoddart, 2007).In late 1980s Levi's brand in Europe was perceived as old fashioned and, at a time of anti-American feeling, uncool.
The Laundrette commercial (1985) promoting Levi's classic 501 jeans gave to European audience a vision of the American Dream.
"Research showed that the intended target audience for Levi’s 501 (15 to 19 year olds) saw the United States of the fifties and sixties as cool time and place in history: James Dean, Elvis Presley and Sam Cooke all belonged to this mythical, wondrous world. And the BBH ad agency re-created this world by making a parody on that legendary epoch in their Laundrette ad" (http://thisisnotadvertising.wordpress.com/2012/11/22/levis-501-the-story-behind-launderette/).
Marvin Gaye's 'Through the Grapevine' chosen as a soundtrack, Nick Kamen looking like young James Dean or Elvis Presley being symbols of that time sent the audience to the 1950s retro theme with a sense of vintage chic, nostalgia and postmodernist neo-romantism. The ad also used a PoMo New Man model represented by Nick Kamen using sexuality to achieve a positive effect.
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