Essay Global Warming: A Fashion Trend?

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Throughout the years, Diesel has promoted their brand through their innovative and typically outlandish advertising. Their unique and successful marketing techniques have helped them gain popularity. They have a reputation for the “ability to create fresh, radically rebellious, inspiring and sometimes nauseating ad campaigns that really set the brand apart from the pack” (Sauer). Their absurd ads have gone as far as encouraging smoking an obscene amount of cigarettes in a day in order to get that “sexy cough” or approving the drinking of urine in order to stay young (Copeland). Diesel’s ad in 2007 for their new clothing line depicts two models relaxing on top of a skyscraper surrounded by a flooded New York City. Diesel’s ad is effective in …show more content…
The beautiful photography combined with the elements of sensuality and high fashion result in a captivating advertisement.
The lighting within the image focuses on the models making them the center of attention. The lighting makes it appear that the sun is shining down solely on them creating a sense of bliss. Being the brightest in shimmery clothing, the girl is the main focus of the ad. Both models are wearing light colored clothing, which creates a contrast to the dark blue water that is flooding New York City. The buildings in the background create huge shadows that make the backdrop eerie and foreboding. Overall, the lighting in the ad highlights the couple against the darker scene behind them.
Diesel’s logo, the word “Diesel For Successful Living” in small red lettering, is placed in the bottom right hand corner. This serves to subtly draw attention to the brand name. New York City is in the background of this photo and is submerged under water; only the tops of the skyscrapers can be seen which creates an “apocalyptic scene” (“Diesel Ads”). The words “Global Warming Ready” are in the lower left hand corner and connect the ad to the theme of global warming. Diesel uses global warming as the theme for their marketing campaign to promote their name and new clothing line.
When the ad came out in 2007, global warming was a highly publicized social issue. Diesel’s global warming ad campaign started a…

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