Diesel: the fuel of questionable sincerity: Visual strategies of Diesel's ‘Be Stupid’ campaign adverts for a hedonistic representation of youth - Brossura

Condé Rocha, Anabelle

Brossura

ISBN 10: 6208211514 ISBN 13: 9786208211516

Casa editrice: Our Knowledge Publishing, 2024

Riassunto

This book aims to unravel the visual meanings conveyed by the adverts for the jeans brand Diesel in its ‘Be Stupid’ campaign. It analyses the re-signification of stupidity elaborated by these advertisements as a form of imposition of North American culture in Brazil. The campaign proposes a specific identity for contemporary youth, with a strong sensual appeal and Hollywood symbols of how global youth ‘should be’. The messages in the ads are analysed from the point of view of theories of consumer culture, fashion, youth and the body in the media. Comparing young Brazilians with young Americans, it was possible to see distinctions between them: despite being globalised, youth was constructed according to the canons and history of their own country of origin. Using semiotics, the research analyses the lifestyle representations that the brand suggests to global consumers still tied to the ideological domination of the United States in the 21st century.

Dettagli dell'edizione

• Editore: Our Knowledge Publishing
• Data di pubblicazione: 2024
• Lingua: Inglese
• ISBN 10: 6208211514
• ISBN 13: 9786208211516
• Rilegatura: Copertina flessibile
• Numero di pagine: 60
• Contatto del produttore: non disponibile
• Persona responsabile: non disponibile