... low class culture to convey the message that Diesel clothing is not only affordable, but that buying the clothes will be a contribution to a greater cause. The ad connotes that wearing Diesel clothes is a gesture against the status quo and that in turn, the consumer will be transformed into a progressive thinker. Working together since 1991, company owner Renzo Rosso and creative director Wilbert Das, have been the masterminds behind the Diesel ad campaigns. The cast of fictional and contradictory characters created together for ads are calculated to provoke, confuse, and excite, us jaded consumers. Denotative and connotative analysis of the ad reveals that purchasing Diesel clothes is a progressive action and that the consumer becomes an integral and a unique protester against banal social customs. The importance of denotation and connotation when decoding images by stating that the difference between them is that an image can denote certain ...

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