A Semiotic Study Of Diesel Print Advertisements

This thesis uses semiotics theory to analyze the symbolic meanings, logic and ideology of Diesel Print advertisements. This thesis is constructed by six parts, including chapter one"Theory Foundation and Research Methods", chapter two"Literature Review", Chapter Three"Introduction to Diesel Brand and Diesel Print Ads", Chapter Four"Visual Symbolic Analysis of Diesel Ads", Chapter Five"Coding Models and Deep Cultural Logic of Diesel Print Ads", Chapter Six"Ideology Analysis of Diesel Ads", Chapter Six"Conclusion". Advertising becomes symbolization in Consumer Society. Diesel ads are good examples. They use obscure expression and strongly visual impact to get attention from consumers and they are kinds of advertisement which advocate life style, modes of conduct and ways of thinking. Both visual images and colors in the Diesel ads have symbolic meanings. Diesel ads represent some young people's consume culture in the modern Consumer Society.These young people live in the middle class and have treachery ideas. They are influenced by the consumerist ideology which has been popular in the consumer society. They believe in consumption, but have obscure belief. They live both in passion and decadence. They rebel against authority system, social norms and mainstream culture. They mock and disbelieve in everything, even if mock the consume culture they have. But at the same time they care of humanity and environmental protection, love all the beautiful things in life.Diesel ads cleverly use hippy and punks culture which are close to the young people who live in the middle class as a stunt. They figure diesel dressing to the mark that indicates the identity and status of these middle class young people and also they give special cultural connotation to diesel dressing. But this method can not hide the consumerist ideology of Diesel ads.Anyway, study on the culture of diesel ads is good way to understand the western consume culture. It is also helpful for us to understand the thoughts and cultural change in the turning period of current Chinese society.