Analysis of a Diesel Advertising Campaign By Lauren Claire Pinches
www.laurenclairephotography.com
Advertising is a specific form of communication used throughout the world. It is mainly used to capture the attention of an audience and persuade them to purchase or have an interest in the product, ideals or services shown. Advertising usually caters towards a specific target market, convinces the consumer how it will benefit their way of living and makes one believe that the specific brand advertised is the best on the market (Wikipedia. 2010). An advertisement is a completely constructed and thought out image. Every minute detail, from the models to the props and backgrounds, have been pre-planned and placed to convey a specific message. The following essay aims to analyse the advertisement “Fat Men” by Diesel, which was used in their “For Successful Living” campaign. In order to analyse the advertisement thoroughly, it is important to have the background information and gain an understanding of the company.
Renzo Rosso was born in the small town of Padua, Italy in 1955. He was hard working and graduated in an industrial textiles course. Rosso was one of the cofounders of the “Genesis Group” in 1978, which was the creator of many brands. The Diesel Empire was born and in 1985, Rosso bought the sole rights to the Diesel brand. The name Diesel was said to be chosen very carefully, as it is pronounced the same in every language throughout the world (Grosvenor, C). The small town of Molvena, Italy, where the international headquarters is located, provides inspiration to Rosso.
Clothing brands are under continuous pressure to create advertisements that capture the ideas and desires of their audience. Societies’ focus has moved away from the monotonous, static adverts of the past, and they are now demanding more surreal and metaphorical advertising. The Diesel Company run worldwide campaigns, as they are set on the fact that people all around the world have the similar, if not the same ideas and desires. They pride themselves in creating eye catching advertisements that focus on the non-conformist behavior of society and play with the irony around the problem areas which audiences around the world face.
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Rosso states (Grosvenor, C), “I wanted to create a brand that would become a leader in fashion and a company that took chances. I’m proud to say that this is still the main philosophy behind the brand. Our constant challenge is to follow nobody except ourselves and our creativity.” Figure 1, entitled, “Fat Men” was published by Diesel in 1994, as part of their “For Successful Living” Campaign. As mentioned earlier, many elements are critically placed within advertisements and hold Figure 1: Fat Men. Diesel Jeans and Work wear. 1994.
the power to contain their own individual
messages, as well as an overall message when placed together. At first glance, Figure 1 seems like a confusing maze that is impossible to explore, with many obese people positioned within a confined space. They have mounds of food placed in front of them, which makes one assume that it is the reason for the joy expressed on their faces. After spending a few seconds analyzing the advertisement, one tends to get lost within the white space that surrounds the focal point created by the people in the foreground of the image. This is when one realizes that there are more elements included in the advertisement and that they contain more information that just the obvious facts.
In figure 1 there are two different types of lighting systems used. The background has been lit with tungsten light, which has been placed at the top right hand side of the image. It is noticed by the way in which the shadow is falling, as well as the intensity of the shadow against the wall. In theory the above statement can be proved by the inverse square law of light. It states, “As a light source is moved further from a subject its intensity reduces.” (Langford, M. 2008). The second light 2
source has been used to light the foreground of the image. One can presume that a studio flash system was used because of the movement shown, by the men on the left of the image. The photographer used the flash system to their advantage and was able to capture the movement as a sharp, crisp image. The viewer can also assume that the light was placed on the right hand side of the image from the way the shadows are falling. In doing that the photographer has created a larger area of white space.
In Figure 1 there are twelve people placed within a considerably white room and they refrain from making any eye contact with the viewer. It makes the viewer feel as if they have the bird’s eye view of the situation. Normally, a scene showing a large amount of festivity and the consumption of food is placed within the environment of a restaurant. The plain white walls, floor and table cloths give the viewer the assumption of a sterile and cold environment, unlike the warm and friendly atmosphere one usually expects when in a restaurant. Examining the people within the advertisement, one can immediately see the difference between the right and left hand side if the image. Influenced by the education system in the western society, Diesel has used the natural movement of the viewer’s eye towards the left hand side if the image to their advantage.
The nine older Caucasian men are an element of concern within the image. One can assume that they are successful businessmen by their attire. They are placed around small round tables which are overflowing with mounds of food. It tends to make the viewer feel as if the men’s lives are closely knit, as there is no difference between them. This can be compared directly to the state of society and the way in which consumerism has taken over. Their attire, environment and way of life are completely uniform. The way in which they are interacting with one another makes the viewer assume that they are taking part in something that has become a daily ritual. One can barely notice the small vase containing a single red flower on each of the tables, which could signify the way in which they overlook the beauty and good things in life.
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The over flowing plates of food placed in front of the “fat men” can be related to the fast food industry which many people though out the world support on a daily basis. The hamburgers and the fries have the same form as that of the well-known McDonalds and Burger King Franchises. In reality we are faced with a fast pace lifestyle, Diesel has chosen to use this form of fast food in their campaign as it is extremely popular and can be recognized all over the world. Dealing with the issue of obesity will draw the attention of a large audience all over the world. It is a topic that one would rather like to forget, than deal with on such a large scale. This image also places emphasis on the way in which society consumes. They have become selfish and disrespectful when it comes to looking after their body and the environment. Studies have shown that “between half and two-thirds of men and women in 63 countries, across five continents were overweight or obese in 2006.” (BBC News. 2007.)
The Diesel people (dressed in the colourful clothing on the right hand side of the image) are shown to be relaxed and calm. One can assume that they are content with themselves and are looking down onto the “fat men” with absolute disgust. They are also placed around a small white table, but because it doesn’t contain mounds of food on it, the viewer gets the feeling of freedom and individuality, making the viewer assumes that when wearing Diesel branded clothing they are able to break away from the conformists and that it will provide the wearer with a special kind of individuality.
The Diesel advertisement does not contain a wide variety of colour. The white room is a contrast against the saturated colour of the food on the tables and the clothes of the Diesel people. Using this as a focal point allows the viewer to spend time wondering about the connection between the two elements within the image. It places emphasis on the act of consumerism and uniformity to that of being in control and different. It is a message to be content with whom you are and that the viewer needs to develop their own style and personality.
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The use of depth is shown by having people of different sizes in an image. This is caused by their relationship to the camera and it makes the viewer feel as if they are placed within a large room. The use of gestalt is also a common element used in advertising. The way in which the photographer has cropped off the edge of the table and chair allows the viewer’s mind to automatically assume that the scene continues and that this is a small section shown within a larger room. In figure 1 form is created by the elements within an image. The positions of the people form a series of noticeable triangles. These are important as they are used to direct the viewer’s eye and place focal points in the important sections of an image as shown below.
Figure 1: Fat Men. Diesel Jeans and Work wear. 1994.
The animal heads placed on the wall is a normal part of society. Many hunters use them as trophies and keep them on display as a reminder of their achievements. The way in which the light is falling on the animal trophies within this image directs the viewer’s eye towards the “fat men”. This again draws the viewer’s attention towards the consumers and conformists. It is ironic that the “trophies” on the wall are the heads of the main source of meat within the industry. Showing that could mean that society is willing to kill to satisfy their appetites or needs. The fact that the rear of the animal is placed on the wall could be playing with the way Diesel sees society heading. 5
In conclusion, one can evidently see the effort that Diesel has taken towards their advertising campaign. Hours of hard work and lots of effort has succeeded in bringing up the topics of consumerism, obesity, conformity and the importance of individuality. When using signs and semiotics to find the true meaning of advertising, instead of turning a blind eye towards what we see, one will find that there are facts placed within the images. Diesel has taken the advertising industry to new heights and I believe that if every company had this outlook towards their advertising campaigns, they will have the power to change society’s opinions around the world.
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Source List Anonymous . 2010. Diesel Heritage. [online] Retrieved on 22 July 2010 from: http://www.diesel.com/heritage . BBC News. 2007. Obesity “epidemic” turns global. [online] Retrieved on 25 July 2010 from: http://news.bbc.co.uk/2/hi/health/7057951.stm.
Chandler, D. n.d. Semiotics for Beginners. [online] Retrieved on 28 June 2010 from: http://www.aber.ac.uk/media/documents/s4b/semiotic.html . CYWH Staff, Boston Children’s Hospital. 2009. Fast Food Facts. [online] Retrieved on 25 July 2010 from: http://www.youngwomenshealth.org/fast_food.html .
Gombrich, E. 2008. Ours is a visual age. [online] Retrieved on 22 July 2010 from: http://www.aber.ac.uk/media/Modules/MC10220/visper06.html
Griffiths, M. 1996. A Semiotic Analysis of Diesel Print Ads. [online] Retrieved on 28 June 2010 from: http://www.aber.ac.uk/media/students/lmg9302.html .
Grosvenor, C. n.d. Denim from Italy: Diesel. [online] Retrieved on 12 July 2010 from: http://lifeinitaly.com/fashion/diesel.asp . Langford, M. 2008 Langfords Advanced Photography. 7th Edition. Oxford. Focal Press.
Proust, M. n,d. Renzo Rosso. [online] Retrieved on 28 June 2010 from: Http://www.designboom.com/eng/interview/rosso.html .
Sauer, A. 2001. Diesel fueled by Fashion. [online] Retrieved on 28 June 2010 from: http://www.brandchannel.com.
Wikipedia. 2010. Adverising.[online] Retrieved on 19 July 2010 From: http://en.wikipedia.org/wiki/Advertising.
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Reference List BBC News. 2007. Obesity “epidemic” turns global. [online] Retrieved on 25 July 2010 from: http://news.bbc.co.uk/2/hi/health/7057951.stm
Grosvenor, C. n.d. Denim from Italy: Diesel. [online] Retrieved on 12 July 2010 from: http://lifeinitaly.com/fashion/diesel.asp . Langford, M. 2008. Langford’s Advanced Photography. 7th Edition. Oxford. Focal Press.
Wikipedia. 2010. Adverising.[online] Retrieved on 19 July 2010 From: http://en.wikipedia.org/wiki/Advertising.
Image Reference List Figure 1:
Fat Men. 1994. Advertisement for Diesel Jeans and Work Wear. Graphis. Volume 52. Issue 306.
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