At 2000, Diesel have turned their advertising strategy from centring on critizing society, politics, and religions, towards individual hedonism and life motivation. Their campaigns in recent years focus on pleasure, morality, staying young (probably 50-year-old Renzo Rosso starts to treasure energetic old days), urban day dreaming.
Since then, Diesel gear towards very informed individualistic people, who want to be treated intelligently.
The persue of pleasure expressed in advertisements elevate the urge of obsession of audience, inspire the dreams in urban living and resulting in resonance of audience.
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