Gisa's space

This is a clothing advertising of Diesel, an
American fashion brand name. Diesel is using irony in order to catch
the consumers' attention in this particular ad. According to Daniel
Chandler, author of Semiotics for beginners, an ironic statement
signifies the opposite of its literal signification. When you first
look at the picture, it just seems like any other fashion brand with
sensual, pretty models smoking cigarettes. But after you read the
message, "smoke 145 cigarettes" and "man, who needs two lungs anyway?"
it becomes clear that Diesel is being ironic. Who in their right mind
would advertise to promote smoking 145 cigarettes a day? Obviously this
ad is criticizing cigarette smoking .
In other words, Diesel is
making fun of other brand fashion companies that use sex and glamorous
cigarettes in their advertisements. The picture of the pretty girl
sitting on top of the cigarette demonstrates the banality of fashion
brands that uses sensuality and glamour to advertise. Therefore,
Diesel's main target is free-thinkers who have some prior understanding
of ironic messages. A prior knowledge of culture and advertising is
essential for the consumer to understand Diesel's message in this
particular ad. Diesel is being rebellious and irreverent, seeking to
appeal to intelligent consumers.
But on the other hand, what if the
consumer doesn't understand the ad?? Some consumers could get the
message that sex and cigarettes are "cool" when wearing Diesel. In my
opinion, Diesel should have been cautious when displaying cigarette
pictures, even if the message is ironic. Especially in our twentieth
century popular culture that believes cigarettes are linked to glamour.
Diesel should have taken in account that millions of people are dying
of lung cancer, and that cigarettes are highly addictive and toxic.
Moreover, sensuality and beauty are obviously clear in this ad, even
though it is an ironic message. The model catching the viewer's
attention is absolutely pretty, just like all the other models used in
fashion brand names. Of course Diesel could not resist the clinch. Like
all fashion brands, Diesel can’t help to carry the promise of
sophistication, sex appeal and independent souls.

Bibliography: Chandler, Daniel. Semiotics for beginners. http://www.aber.ac.uk