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Jeans : The American Uniform

Jeans : The American Uniform. 095004 Zhang Jie , Vincent 095123 Chan Ka Po Anjaylia 095134 Chan Ka Lam Rachel 095137 Chau Hoi Kiu Phoebe. Introduction. Blue jeans have been recognized around the globe as a symbol of Western culture.

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Jeans : The American Uniform

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  1. Jeans : The American Uniform 095004 Zhang Jie, Vincent 095123 Chan Ka Po Anjaylia 095134 Chan Ka Lam Rachel 095137 Chau Hoi Kiu Phoebe

  2. Introduction Blue jeans have been recognized around the globe as a symbol of Western culture. “a magnificent flag that says ‘USA’ to the world at large” -president of the Denim Council

  3. John Fiske on Jeaning The association of jeans with the cowboy and the mythology of the Western is still strong. Freedom, naturalness, toughness, and hard work, but also progress and development and, above all, American-ness.

  4. Cowboy In the 1920s - 1940s many people began spending their spare time at the movies, where popular Western films found glamour and romance in the adventures of the cowboys who rode horses, shot bad guys, and wore blue jeans. Those who wished to imitate the casual, rugged look of the cowboys they saw in films began to wear jeans as casual wear.

  5. 1950s: The rebellious teenagers The symbol of the teenage rebellion in TV programs and movies. Some theaters, restaurants and schoolsin the US went so far as to ban students from wearing denim. Representatives: Marlon Brando, James Dean

  6. Marlon Brando : THE WILD ONE (1953) The Wild One Movie Trailerhttp://www.youtube.com/watch?v=IWlMcpDotSg

  7. James Dean: Rebel Without a Cause (1955) The Chicken Gamehttp://www.youtube.com/watch?v=u7hZ9jKrwvo

  8. Marilyn Monroe : Woman in jeans Clash by Night (1952)http://www.youtube.com/watch?v=tXPhLgSxbwo

  9. Women in Jeans (since 1950s) New generation of American women “Could be a chic, could be sexy, but you’d better believe she could also make a ham and hoe a row of beans.” Shape the feminine sexuality

  10. John Fiske women were free to examine the “masculine” physicality of denim men were encouraged to explore the more “feminine” role of sexual display.

  11. John Fiske Carry them (jeans) with her into the future, which she watches the geese flying into.  The West is the past and the future, freedom, nature, tradition.

  12. Conclusion : Levis “Go Forth” Ads Campaign

  13. Levi's - America (Go Forth) Commercial http://www.youtube.com/watch?v=FdW1CjbCNxw&feature=youtu.be

  14. Biblibiography J Sullivan, (2006). Jeans : a cultural history of an American icon. 1st ed. USA: Gotham Books. J. Fiske, (1990). 'The Jeaning of America'. In: (ed), Understanding Popular Culture. 2nd ed. USA: Unwin Hyman. pp.1-21. Duncan (2009). Levi’s Go Forth in America. [ONLINE] Available at: http://theinspirationroom.com/daily/2009/levis-go-forth-in-america/. [Last Accessed 12 December 2012]. Blue Jeans . [ONLINE] Available at: http://www.fashionencyclopedia.com/fashion_costume_culture/European-Culture-19th-Century/Blue-Jeans.html. [Last Accessed 9 December 2012].

  15. THE END

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