In seven pages consumer perceptions of denim are compared and contrasted in Asia and the U.S. with various types of communications and advertising approaches among the topics discussed. Four sources are cited in the bibliography.
Name of Research Paper File: D0_MTjeansa.rtf
Unformatted Sample Text from the Research Paper:
Launched originally in the 19th century as the ideal clothing for the gold miner and then the day laborer, blue jeans today constitute many things, depending on the part of
the world in which one lives. To the American citizen, blue jeans are an essential and necessary part of wardrobe, a piece of clothing that can either be dressed
up or dressed down as needed. But to the Asian citizen, blue jeans are exotic, a Western-style clothing that not everyone in Asia necessarily has access to. As
a result, consumer perceptions toward blue jeans differ between the United States and Asia -- and because of this difference, advertising differs as well.
This paper will examine the different perceptions toward blue jeans in both the United States and Asia, and provide commentary about how advertising tends to support or view
these perceptions. Jeans history and U.S. perception In order to understand the perception of jeans in the United States, its important to
take a look at the history of blue jeans. While today jeans are considered fashion statements and additions to almost every wardrobe, when they were first introduced, only a select
few wore them. Although jeans are considered an all-American item, they were actually invented by German immigrant Levi Strauss during the 19th century (Wagner, 1998). During the 1850s, Strauss came
to the United States and settled down in San Francisco where he sold dry goods (Wagner, 1998). One popular item he had in stock was rugged pants for miners made
from sturdy brown canvas (Wagner, 1998). He soon turned to denim, which he dyed blue (Wagner, 1998). In 1872, a tailor, Jacob Davis, offered Levi Strauss half a patent on