Semiotic Analysis Diesel
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Transcript of Semiotic Analysis Diesel
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COMM 2500 - 002
INTRODUCTION TO COMMUNICATION
STUDIES
SEMIOTIC ANALYIS ASSIGNMENT
STEPHANIE STOBART NOVEMBER 17, 2011
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The pursuit and day in day out acquisition of knowledge provides us
with the comfort that we are happily progressing through life. “Beginning
almost upon the level of the lowest, he [man] has ascended above all
animated nature; and, by his creative powers and intellectual accumulation,
aspires to association with the gods.”1 Diesel a high-end mainstream clothing
brand disagrees with the current reputation of “Smart” and has instead
accepted an alternate paradigm of thinking. They are in fact convinced
instead that the relentless pursuit of a regret free life lies with Stupid instead
of Smart.
Through a hyper sexualized advertising campaign they attempt to
convince us that there common belief is that “…only stupid can be truly
brilliant”2 Each print advertisement features a variety of scantily clad youth
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photographed in compromising positions or suggestive actions. Overlaid on
the photograph in all caps is a quotation relating a comparison to Smart vs.
Stupid. An example of a few direct quotations include, “Smart Critiques,
Stupid Creates”,” Smart May Have the Brains, But Stupid Has The Balls”,
“Smart Listens to the Head, Stupid Listens to the Heart”. Through the use of
metaphors Diesel attempts to blatently show us what stupid looks like and
attempt to offer understanding by offering a direct comparison to “smart”
through text.
Through Barthes semiotic analyisis the underlying representations of
this advertisements become apparent.
The signifier in this series of advertisements is the magazine ads
themselves although Diesel has also instilled the use of other mediums such
as installations, billboards, video advertisements and a sponsorship campaign
for deemed “stupid projects” The consistency within each advertisement relies
on the portrayal of young, healthy, white individuals, dressed in Diesel
clothing portrayed in tantalizing positions partaking in so called “stupid acts.
The style of photography suggests a candid atmosphere, attempting to
portray an un staged casual environment. The text is colorful, bold and
capitalized and often is vertically aligned alongside the photograph. There is
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an overtly obvious sexual theme that is amplified through facial expressions,
exposure of body parts, body language and boy/girl relationships within each
advertisement.
Through Barthes semiotic analysis the underlying representations of this
advertisements become apparent. The message that is being signified with
the sign is that Diesel is a brand that directly corresponds with youth and
alternative culture. By aligning themselves and their brand with culture that
opposed the mainstream they promote their credibility within this niche
market. Diesel has always been associated with high-end street wear culture
that attempts to appeal to the youth population despite the fact that their
clothes are above the majority of this particular populations affordability. For
this specific ad campaign they are reinforcing their current image of street
cool and a tongue in cheek attitude towards what is commonly known to the
majority as the mainstream. By using irony in their message regarding their
definition of stupid and using the word with a positive connotation.
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The connotative meaning of this message is that Deisel Although this
seems to be against common belief it plays into the uprising of youth
establishing themselves as separate entities as individuals.
Diesel the brand is the signified as this is their ad campaign and they
are obviously trying to express themselves in a certain light and interpretation
separate from everyone else.