Semiotic Analysis Diesel

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COMM 2500 - 002

INTRODUCTION TO COMMUNICATION

STUDIES

SEMIOTIC ANALYIS ASSIGNMENT

STEPHANIE STOBART NOVEMBER 17, 2011



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



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



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.



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.

Semiotic Analysis Diesel

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