Abstract
Diesel is a clothing and fashion company that originated from England in the late 1980's. The company grew quickly domestically and began exporting items to different parts of the world. Currently Diesel have offices in many major cities of the world and have created a defined company image and target market. Steve Marks from Diesel Australia described the age demographic of their target market as male's aged between 16 - 30 and females aged 20 - 35 and other demographic factors have changed significantly over time. The advertising campaigns featured below start in 1992 and finish with some of the more current ads. This paper will show 5 of Diesel's ads and aim to analyze 1) what is being shown in the ad 2) the message that is being pushed and 3) the consumer behavior issues that are relevant to the ads.

From the Paper
\\\"The first of the advertisements was issued in various magazines in May of 1992. The advertisement depicts two young people sitting in the foreground, surrounded by a number of old aged people who appear to be worshiping the sun. These old aged people in an enclosed concrete and metal area surrounded by sun-beds that tan artificially. The \\\\\\\'Diesel people\\\\\\\' (the two young people who wear the actual clothes) have their backs to this rather grotesque scene. The old ages people in the back of the shot all wear very similar bathers and stand like clones of one another. The Diesel people in contrast are positioned away from these other characters assuming they have personality and individuality. This contrast alone works in favor of the clothes, as it connotes that Diesel provide an effective means of proving one\\\\\\\'s individuality.\\\"

Tags:advertising, campaigns, deisel, printing, clothing, fashion, England, publicity, consumer, behaviour