Constructing Identity: Meaning-Making in Celebrity Denim Campaigns
Faculty Mentor
Dr. Patrick Wheaton
Location
Ogeechee Theater
Type of Research
Completed
Session Format
Paper Presentation
College
College of Arts & Humanities
Department
Department of Communication Arts
Abstract
Celebrity denim campaigns rely heavily on symbolic messaging that elevates jeans from normal garments to cultural signifiers of empowerment, individuality, and belonging. By applying General Semantics principles (including the map-terriority distinction, the semantic triangle, levels of abstraction, signal versus symbolic reactions, and propaganda tactics), this paper analyzes three denim campaigns: American Eagle’s “Sydney Sweeney Has Great Jeans.” GAP’s “Better in Denim” featuring Katseye, and Levi’s “LiveinLevi’s” with Beyoncé. All three campaigns have verbal and visual symbolism that demonstrate how meaning is constructed, projected, and emotionally internalized by audiences. Additionally, the campaigns employ propaganda tactics such as glittering generalities, testimonials, labelling, and bandwagon appeals that encourage consumers to blend representation with reality. This semantic analysis reveals how meaning in advertising is manufactured through symbolic maps that invite audiences to respond emotionally rather than critically, which ultimately transforms denim into a symbolic object of identity and desire.
Program Description
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Start Date
4-21-2026 10:00 AM
End Date
4-21-2026 10:15 AM
Recommended Citation
Reid, Gabrielle R., "Constructing Identity: Meaning-Making in Celebrity Denim Campaigns" (2026). GS4 Student Scholars Symposium. 4.
https://digitalcommons.georgiasouthern.edu/research_symposium/2026A/2026A/4
Constructing Identity: Meaning-Making in Celebrity Denim Campaigns
Ogeechee Theater
Celebrity denim campaigns rely heavily on symbolic messaging that elevates jeans from normal garments to cultural signifiers of empowerment, individuality, and belonging. By applying General Semantics principles (including the map-terriority distinction, the semantic triangle, levels of abstraction, signal versus symbolic reactions, and propaganda tactics), this paper analyzes three denim campaigns: American Eagle’s “Sydney Sweeney Has Great Jeans.” GAP’s “Better in Denim” featuring Katseye, and Levi’s “LiveinLevi’s” with Beyoncé. All three campaigns have verbal and visual symbolism that demonstrate how meaning is constructed, projected, and emotionally internalized by audiences. Additionally, the campaigns employ propaganda tactics such as glittering generalities, testimonials, labelling, and bandwagon appeals that encourage consumers to blend representation with reality. This semantic analysis reveals how meaning in advertising is manufactured through symbolic maps that invite audiences to respond emotionally rather than critically, which ultimately transforms denim into a symbolic object of identity and desire.
