The Language of adverting making a Indesign magazine
For this task of making a magazine on the Language Of Adverting we were put in to groups of five. There was me, Harry, Andy, Jade and Alex. The first thing we did was all decided what parts of the project we will all do. My parts of the project was to help Harry create the indesign magazine and to help research Language Of Adverting as well as making a conclusion. Instead of just broad research, we decided to narrow it down and look at the history of jeans and how they are advertised. After we decided the topic, we researched the project and found an interesting page online talking about the history of jeans and decided to give that to two people in my group to read through and then find the best pictures and information. This task was given to Jade and Alex. After they looked through the information it was then given to Andy to read through again and write in his own words. We then all read the information Andy wrote to confirm we were all happy with it. It was then given to me to write a conclusion about the history of jeans.
Here is the writing Andy wrote:
The history of jeans has had a mixed bag of who, why and what are they for. Initially created in denim as a work clothing named ‘Waist Overalls’ and initially were initially worn by male workers. They were also known as rough and tumble clothing purely for the workplace. It was an ingenious tailor named Jacob Davis who approached Levi Straus to support his idea financially and indeed support of his patent ideas. His revolutionary idea of attaching metal rivets to the pockets and a button fly to trousers with the aim of making them more durable. So, in collusion with each other, ‘Jeans’ were born as we know them in May 1873.
There seems little to go on with the design and use of jeans until the 1920 & 30’s when we see the ‘Waist Overall’ then becoming a trouser made of denim – Jeans. These were worn again by males for use in farming, mining, cowboys and other industry where durable clothing was very much needed to withstand heavy wear and tear. However, in 1936 Levi Straus created a red badge sewn onto the back pocket of the jeans which was then the first time a designer label had been seen on the outside.
In addition, during the 1930s Vogue was the first magazine to feature a model in denim on the cover. Thus, introducing the concept of jeans being a fashion statement for women and not work wear purely for men.
We jump then into the 1950’s American rebellious teenagers who not only were discovering rock and roll but also the jeans as a new item of clothing to be worn by both sexes. This was emphasized by Pop culture Icons like James Dean and Marlon Brando who popularized the wearing of jeans especially in moves. Not surprisingly, jeans at this time were banned in some schools across the US.
The colour and design such as washed, cuffed and black denim were designed by different makers of jeans such as; Levi, Lee Cooper and Wrangler. Surprisingly however, women at this stage rarely wore denim jeans and we had to wait until the 1960’s when we saw the change in the fashion history of jeans.
The 1960’s saw the rise of the ‘Hippie’ age. With the flowery young, free love movement embracing the wearing of casual blue jeans, which was seen and a representation of freedom from a much more traditional mode of clothing. Furthermore, it was during the 1960’s the casual blue jeans were seen as a representation of freedom and therefore creative expression and the personalization of jeans was born and was seen as groovy! Changes to jeans such as; embroidery, bright colours, sone washing, rhinestone and patches were just some of the changes made by the ‘Hip’ trendies of the time. Other designs like flared and low hip huggers were also seen to materialize. A trend of double denim was also introduced and we see a rise of people wearing both denim jean and jackets.
The trend of wearing jeans continued in the 1960’s into the 1970’s where denim also became a symbol of ‘fresh, wholesome, All-American sexuality. This was enhanced by tens of years of Healthy Looking sex symbols, such as Farrah Fawset – above – and other’s such as Lauren Hutton
During the same years, we saw the introduction of the denim skirt and denim vests which also became popular fashion items in the 1970’s
The 1980’s was seen as the true birth of denim. Above we see Brooke Shields in a Calvin Cline advert which was classified as ’Commercial Cooing’ “Nothing comes between me and my Calvin’s”. This advert on its own brought the denim to the forefront of every fashion designers table. The Designer jean was born. New designer’s like’ Calvin Cline, Jordache and Gloria Vanderbilt were some of the most popular designers; where, stone wash, acid wash, ripped jeans, skinnier leg cuts that were tapered at the ankle, were some of the most popular looks. Men, at this stage, also got into the mix of the denim trend…
In the 1990’s denim fashion was altered, as the ‘grunge eara’ began. This was to become the era where casual wear ruled over the stylish must have.. The more trendier were Carpenter and head-to-toe denim as well as overalls and shotalls being popular with younger women. While men looked for the hip hop look, we also saw a rise in popularity with baggy jeans and saggy denim.
We are now in the 2000 where we saw stars like Britney Spears and Christina Aguilera popularize ultra-low rise jeans, seeing denim again as a fashion staple and being an appropriate clothing to wear in places where otherwise it was seen out of place. The most popular cuts were flare and boot cut denim which came in a variety of washes.
In the late 2000’s we saw the innovation in denim stretch technology and skinny jeans were re-launched. Everyone was wearing skinny, legging style jeans to work, at the weekends and date nights out. 7 for all mankind, Citizens of Humanity and Hudson Jeans were all premium brands that became popular in the late 2000’s. Others like Boy Friend jeans also became hot fashion trends in the late 2000’s.
Coming to today – the trend is variety. Women are trended towards skinny jeans which is still the most popular as it seems to be the versatile and easier as a casual and dressier part. However, smaller independent denim brands are challenging the market domination from premium designer denim companies.
I think the information we talked about was really interesting and gave us an idea of what the history of jeans was and how they were advertised to potential buyers.
I then wrote the conclusion which just summarised everything we talked about in the main writing:
Looking through the history of advertising jeans there has been considerable change from 1873 up until now. Jeans have moved from being a specialist item of working clothing, worn predominantly by men, to being a unisex fashion statement. The development of jeans and the emancipation of women are closely linked. In an advert form 1886 the advert boasts how long jeans will last you even with the hardest of jobs “Its no use they can’t be ripped”.
Adverts with men wearing jeans as an item of working clothing remained the focus until the 1930’s. From 1936 when Vogue first featured a female model in denim jeans on the cover, the concept of jeans being a fashion statement for women and not purely work wear for men developed. The 1950’s saw jeans became synonymous with youthful rebellion, and were worn by both sexes. Then in 2000 Times magazine recognised the revolution and the impact jeans has had on the fashion world. As we entered the 20th century 501 jeans were named the clothing item of the century beating the miniskirt and the little black dress. A remarkable feat for a denim riveted work pants.
Now in 2017 you can see how much the advertisements of jeans has changed, as jeans are now advertised in a provocative and sexualised way for both men and women.
As we move into the future I wonder if jeans adverts will still be as provocative and involve the sexualisation of women and the use of skinny models? Or will we move with the times and maybe show healthier sized models in these adverts.
At the end of this article my question is whether, in another 140 years, jeans will still be an integral item of clothing and will the advertisements still be the same as today or will it carry on moving with the times?
We then put all of this information on to the magazine layout me and Harry had created. We based our magazine layout on the magazine called Men’s Health. I really enjoyed making the magazine as I had not used Indesign before – so I learnt new software as well as how to make a magazine layout. I would love to make another magazine layout sometime soon.
Here is our magazine
At the end of this project we had to present all the work we have done and our magazine layout. In this presentation we talked about what we all did, what we had learnt and how we found the project. For the presentation we all took turns talking as well as at the end adding anything else we found that people in our group missed out and that still needed to be talked about.
Here is the presentation
Overall I found this project very interesting and revealing on how to use Indesign as well as the history of Jeans. I also found working in a group interesting as we had not done a project like this before. There was a couple of problems in our group like people not turning up on time, but overall I think our group worked really well together. I would be happy to work with them again sometime.