One thing that people often worry about is their personal identity and how to express who they are. When looking for a way to do this, the easiest way to show what kind of person a person is, clothing is usually the first choice: a black t-shirt with a cynical saying, or maybe black skinny jeans . Whether advertising agencies created the personalities that accompany the clothes or took advantage of what already existed, clothes are often sold as something more than just clothes. Companies must ask themselves how to convince consumers to buy their product over the competition's, regardless of the price difference. In particular, Levi's Jeans, a more than 150-year-old American company, has tried different approaches to woo the type of consumers who buy its jeans. Pants are packaged differently for all types of people. Levi's jeans are synonymous with being American, created by Americans, and worn by Americans of all statuses and types. They can conjure up images of ranches and overalls, hard work on farms and easy relaxation in the Midwest. Over the years, as more companies began making and selling jeans, Levi's had to change its image in order to attract more new consumers, but on its website, its front page will still show a lonely graying man, a running tattoo. his right arm, short sleeves, sweat covering his tense face, standing ready over an endless field, of course, wearing a pair of Levi's jeans. Now go to the site of Guess, a company that focuses more on style than on the use of jeans, and there are images scattered like photographs, showing muscular men with unbuttoned shirts blown in the wind. With their scruffy faces and golden tans, the men on site... middle of paper... broken world, with a scene where a crowd berates a man in a suit, who later collapses in his office. In relation to their “Live Unbuttoned” campaign, Levi's claims that the time for carelessness is over; It's time to take back your country. It also resonates with their original packaging of Levi's 501 jeans, jeans made for America's first pioneers, the workers of the West. While McDonald's sells a quick burger and a break in the day, Levi's focuses on selling a complete lifestyle. resonating with Americans' current attitude toward authoritarian and destructive corporations. Levi's tries to make its pants represent the fight for freedom and non-conformity, the fight to be yourself and the fight to take back your country. They don't sell trendy or durable pants; they sell unity and the fight to bring America back to the Americans.