Individualism, Resoluteness and Progress as Intrinsic American Values in Levi's "GO FORTH" Campaign

Research Paper (undergraduate) from the year 2015 in the subject American Studies - Miscellaneous, grade: 1,0, University of Passau (Lehrstuhl für Englische Literatur und Kultur), course: Hauptseminar: American Visual Culture Studies, language: English, abstract: Levi¿s print advertisement launched in 2009, as part of a whole variety of videos, short films and picture series set under the slogan ¿Go Forth¿, impressively shows, what strong ideological message an advertisement can contain and in what convincing ways the company addressed their core customers in a rapidly changing (economical) environment.

This paper will examine the strong ideological semiotic meaning established via the specific combination of linguistic denotated, connotated and iconic (un)coded messages.