13.11

 diesel advert 

mise-en-scene of clothing is used in an atypical and non conventional way


Upbeat and sophisticated nature of the soundtrack contrasts with the working class and run down characters featured in the advert 

Contrapuntal - where one element, for example the soundtrack, goes against another element, for example, the visuals - e.g the use of contrapuntal sound positions the audience in a highly confusing mode of address

use of low key lighting creates a dark, depressing and edgy atmosphere

editing makes heavy use of cross cutting draws in the audience with a range of exciting locations 

a binary opposition is formed through the juxtaposition between the high key natural lighting of the bridge and the grungy, low key, harsh lighting of the jail scene


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representation of gender highly atypical/subversive throughout the advert, for example the short boyish haircuts of many of the female models 

positioning of women in a jail setting creates a binary opposition 

stereotypical use of leather and denim to connote criminality and intertextual reference to crime drama, further anchored by the prison setting

cross cutting from film being constructed to shots of models in various environments which anchors the audience 

vintage style, vintage film, vintage here connoted quality, classic nature, style, edginess and non conformity 

revealing costume clearly sexualises the woman in the caravan, with a close up shot of her buttocks , reinforcing notion of the male gaze. connotation that diesel clothes makes the audience sexually attractive . 

lexis of 'successful living' clearly anchors the message that to be successful, one must be sexually attractive

go with the flaw/go with the flow , subversion of a common idiom 

'flawed' people but are all stereotypically attractive because they are white, skinny

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hegemony - where one group wields power over another, not through domination, but through coercion and consent 

i.e the school system, government laws, parental, hygiene, work, patriarchal hegemony, hegemonic structure of class, political hegemony 

non-hegemonic power e.g military conquest 

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Kiss of the vampire - 



women heavily sexualised - hegemonic norm 
male gaze
mise en scene of the nightdresses clearly sexualise the characters 
vs men covered up - binary opposition reinforces the idea of patriarchal hegemony 

atypical representation of a vampire- looks scared 
atypical of female vampire- women not violent , hermeneutic code of raising hand up

woman standing holding a strong pose forms binary opposition of man kneeling on the floor - submission 




advertising and audience week

Target audience - the people who the product is aimed at 

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