IMAGE ANALYSIS DIESEL ADVERTISEMENT
2007

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iesel is a top fashion brand that sets global trends in the fashion industry. With shops in over 50 countries and ground braking advertising champagnes, Diesel has accomplished an annual growth rate of 60%. In 1978 Renzo Rosso collaborated with numerous other manufacturers in his area and they created the Genius Group. Together they formed many thriving fashion brands including Diesel. Renzo Rosso bought out the other partners in 1985 so that he could be in total control of the brand. With Rosso at the steer of the company it began to flourish and prosper. (n.a , 2000)(Grosvenor.C, 2004)

In 1991 the company started the Successful Living champagne. To date there are fifty-seven advertisements in this champagne, but there is nothing ordinary about them. Most fashion labels who advertise globally have specific advertisements for specific countries, but not Diesel. They keep the same champagne throughout the world because they believe that a person is the same all over the world.(Griffiths.M, 1996)

The philosophy of this champagne is that it is a satire on the whole advertising business. They play on the irony of the big problems in the world today. They illustrate the worlds cultural, political and social

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problems, but they are not targeting a specific culture. They are creating a global fashion attitude of individualism and eccentricity.

Their target audience, the “trendy“ people, appreciate these bizarre advertisements, because they are also unconventional themselves. The non-conformatist mentality is conveyed through these advertisements and they draw new members to the Diesel Cult. (Griffiths.M, 1996)

By means of analysis, the statement that Diesel is trying to make can be decoded in this image from the Successful Living champagne. This image will be analysed in terms of the formal structure and compositional elements. Thereafter a study of the visual cues, symbolism, semiotics and the