INDIVIDUAL  
  ASSIGNMENT    
 
 
 
 
 
Module  Title:  Fashion  Advertising  
Lecturer:  Ms.  Yumin  Kim  
Student  Name:  Hilda  Tiolanda  
Student  ID:  001T1110  

  1  
 1.0  INTRODUCTION  
1.1  The  Chosen  Company  

 
 
COMPANY  PROFILE  
  The  brand  Diesel  was  born  more  than  20  years  ago  and  is  today  an  innovative  
international   design   company,   manufacturing   jeans   and   casual   clothing   as   well   as  
accessories.  
  When   Renzo   Rosso   founded   the   company   in   1978,   he   wanted   it   to   be   a  
leader,  a  company  which  took  chances  and  carved  out  a  niche  for  itself  in  its  field.  He  
surrounded   himself   with   creative,   talented   people   -­‐   innovators   who,   like   him,  
rejected  the  slavish  trend-­‐following  typical  of  the  fashion  industry.  Renzo  wanted  to  
come   up   with   a   more   dynamic   and   imaginative   line   of   clothing   than   was   available  
anywhere.  He  gave  his  open-­‐minded  new  designers  broad  stylistic  freedom,  hoping  
they   could   create   a   line   of   clothing   perfect   for   people   who   follow   their   own  
independent   path   in   life.   Particularly   for   those   who   decide   to   express   their  
individuality  also  by  the  way  they  dress.  The  name  "Diesel"  was  chosen  as  an  avant-­‐
garde   symbol   of   oil   crisis   of   the   70's   and   as   an   international   word   that   could   bring  
jeans  brand  worldwide  success.  
 

  2  
LABEL  OVERVIEW  
Designer  Profile  (Founder)  

 
  In  the  case  of  Diesel,  the  individual  who  has  powered  the  company's  growth  
is   Renzo   Rosso.   Born   in   1955   in   the   northeast   of   Italy,   he   attended   an   industrial  
textile   manufacturing   school   and   after   graduating   in   1975,   began   making   his   own  
clothing.   In   1978   he   joined   forces   with   several   other   manufactures   in   his   region   to  
form   the   Genius   Group,   which   created   many   successful   brands   still   widely   known  
today,  such  as  Katherine  Hamnett,  Goldie,  Martin  Guy,  Goldie,  Ten  Big  Boys  and,  of  
course,   Diesel.   In   1985   Renzo   took   complete   control   of   Diesel   by   buying   out   the  
other   partners   and   becoming   the   sole   force   behind   the   brand.   Thereafter   the  
company  began  a  period  of  remarkable  growth  and  expansion.  

  It   was   thus   that,   in   1996,   Renzo   Rosso   and   Diesel   received   the   "Premio  
Risultati"  award  from  the  prestigious  Bocconi  Institute  in  Milan  for  being  the  "Best  
Italian  Company  of  the  Year".  Renzo  was  also  nominated  by  American  Ernst  &  Young  
as  "Entrepreneur  of  the  Year"  for  1997  for  the  company's  strong  moves  in  the  U.S.  In  
December  1997,  the  English  music  and  trend  magazine  "Select"  included  Renzo  in  a  
special   classification   of   the   100   most   important   people   in   the   world   who   will  
contribute  to  the  shape  of  the  new  Millennium.  

  Renzo   is   an   idealistic,   passionate   man   whose   motto   is   "Diesel   is   not   my  

company,  it's  my  life".  

  3  
Creative  Director  and  Head  Designer  (1998  –  2009)  

Diesel's   Creative   Director   and   head   designer   is   Wilbert   Das   who   has   worked   for  
Diesel   since   1988.   Wilbert   started   as   a   designer   on   the   Male,   Accessories,   Leather,  
and  Kids  lines.  He  rose  quickly  to  head  the  style  office  and  creative  areas  of  Diesel,  
and   in   1993   was   given   the   official   title   of   Creative   Director,   with   responsibilities  
ranging   from   directing   all   product   design   as   well   as   all   communication   campaigns.  
From   clothing   and   accessory   design   to   advertising,   new   media,   merchandising,   retail  
and  interior  design  (including  stores,  showrooms,  offices,  hotels),  planning  of  fashion  
shows  and  events,  as  well  as  developing  new  brand  extensions  such  as  house  ware,  
furniture  and  even  automobiles.  Literally  all  aspects  of  the  Diesel  brand’s  style  and  
image  fell  under  Wilbert’s  responsibility.  

Wilbert   Das   left   Diesel   in   late   2009   amid   rumors   of   irreconcilable   differences   with  
CEO  Rosso  over  the  future  direction  of  the  company.  

  4  
Current  Designer  (2009  –  Now)  

Greek  designer  Sophia   Kokosalaki   is   to   take   the   design   helm   of   Diesel's   Black   Gold  
line.      "Kokosalaki’s   talent   is   incredible.   Her   taste   in   high   end   fashion   is   already  
known,   but   what   people   do   not   necessarily   expect   from   her   is   her   skill   in   dealing  
with   denim   and   contemporary   casual,   the   core   of   Diesel   Black   Gold,"   says   Renzo  
Rosso,  chairman  of  Diesel  and  its  holding  company,  Only  the  Brave.  Positioned  above  
the   brand's  Diesel   and   Diesel   Denim   Gallery   offerings,   Diesel   Black   Gold   -­‐   which   uses  
more  expensive  fabrics  -­‐  made  its  debut  during  New  York  Fashion  Week  in  February  
2008.    

  5  
1.2  The  Project  and  Objectives  

  Fundamentally,   the   project   requires   a   definite   fashion   company   or   brand,  

which   in   this   case   I   have   particularly   picked   the   brand   named   as   Diesel.   I   selected  
Diesel   because   Diesel   is   a   brand   that  has   gained   a   huge  part   in   youth   culture   and  
urban   fashion.   The   brand’s   innovative   denim   lines,   various   clothing   collections   and  
accessories  are  more  than  just  popular  fashions  that  appeal  to  everybody.    

  Due  to  its  constant  struggle  for  excellence,  Diesel  has  become  an  emblem  for  
a  dynamic  and  independent  lifestyle.  For  21  years,  Diesel  has  relentlessly  pioneered  
new   styles,   experimented   with   fabrics   and   manufacturing   methods   to   produce  
outstanding  garments  

The  objective  of  this  project  are  stated  below:  

 
1. To  be  able  to  identify  elements  of  great  advertising.  
2. To  be  able  to  understand  the  roles  in  creative  industry  &  target  audience.  
3. To  be  able  to  identify  available  advertising  platform  for  creative  business  as  
well  as  examine  their  efficiency  and  effectiveness.  
4. To  be  able  to  identify  the  key  players  in  advertising  world.  
5. To  be  able  to  understand  the  importance  of  ethical  issues  that  play  roles  in  
creative  industry.  
6. To  be  able  to  show  an  understanding  of  communication  process    

  6  
2.0  STRATEGY  
Brand  Image  
  Beginning  as  a  company  that  is  focused  on  making  quality  clothing.  Diesel  has  
been   a   part   of   youth   culture   for   the   past   30   years   and   has   that   special   something  
which   continues   to   appeal.   It   is   best   known   for   clothing   aimed   at   the   young   adult  
market,   especially   fans   of   denim   jeans.   The   Diesel   brand   also   put   their   name   to  
underwear,  perfume  and  other  popular  accessories  such  as  belts  and  wallets.  

  The   Diesel   brand,   is   now   international,   they   produce   a   wide   range   of  

products  from  clothes  which  they  design  themselves  to  aftershave  where  the  brand  
name   is   licensed   out.   This   is   a   company   which   innovated   in   both   design   and  
production   methods,   by   creating   new   ways   of   making   fabric   and   making   the   final  
product.   Diesel   have   their   brand   in   more   than   80   countries   and   in   excess   of   5,000  
points   of   sale.   They   have   just   over   300   independently   own   store,   which   only   sell  
Diesel,  the  largest  of  which  can  be  would  in  Milan,  Italy.  
 
Marketing  Plot  
  In   recent   years   the   company   has   driven   its   attention   to   endorsing   young  
creativity  by  sponsoring  several  projects  such  as  the  Diesel-­‐U-­‐Music  Contest.  Diesel  
has  been  the  founding  partner  of  International  Talent  Support  in  its  various  forms.  
Diesel  has  also  offered  sponsorship  and  creative  contribution  to  the  2006  edition  of  
Vienna's  Life  Ball  AIDS  charity,  as  well  as  the  Sundance  Film  Festival.  

  Diesel's   innovative   approach   to   marketing   has   let   it   to   be   perhaps   the   first  

clothing   company   to   market   their   clothing   in   video   games,   and   has   developed  
innovative  approaches  to  fashion  shows.  

  In   December   2008,   Diesel   announced   a   marketing   partnership   with   Sony  

Computer   Entertainment   Europe,   to   sell   their   designs   in   Sony's   virtual   world,  
Playstation   Home   with   the   majority   of   the   proceeds   going   to   the   OTBF   Only   The  
Brave  Foundation  (Diesel's  charitable  arm).  

  A   November   2009   New   York   Post   article   mentions   that   "the   CEO   of   the  

  7  
fashion   house's   US   division,   Steve   Birkhold,   has   resigned   to   join   a   rival   firm."  
According  to  the  Post,  Birkhold  was  allegedly  attempting  to  secure  deals  to  expand  
the  Diesel  brand  into  U.S.  chain  stores  like  Macy's,  while  Diesel's  Italy  execs  feared  
such  a  move  would  dilute  the  brand's  image.  

  In  2010  from  its  headquarters  in  Breganze,  it  directly  manages  18  subsidiaries  
across   Europe,   Asia   and   the   Americas.   It   is   now   present   in   more   than   80   countries  
with  5,000  points  of  sale,  including  more  than  400  company  owned  stores.  

  Diesel  is  part  of  the  holding  Only  the  Brave,  which  also  incorporates  55DSL  (a  
brand  strongly  linked  to  street  wear  and  urban  culture);  Staff  International  (an  Italian  
company  that  manufactures  and  distributes  clothing  for  brands  such  as  Diesel  Denim  
Gallery,   Maison   Martin   Margiela,   DSquared2,   Vivienne   Westwood,   Viktor   &   Rolf   and  
Marc   Jacobs   Menswear);   and   controlling   stakes   in   Maison   Martin   Margiela   and  
Viktor  and  Rolf.  
 
 

  8  
3.0  TARGET  AUDIENCES  &  THE  PROCESS  

Target  Audiences  

  Given  its  rejection  of  traditional  “Procterian”  marketing  and  even  of  market  
research,   it   was   not   surprising   that   Diesel   had   no   precise   definition   of   the   target  
audiences.   In   Rosso’s   view,   lifestyle   mattered   more   than   age.   Diesel   targeted   people  
with  a  teenage-­‐  spirited  lifestyle.  Anybody  interested  in  this  lifestyle  could  become  a  
target   customer.   In   reality,   18   to   25-­‐year-­‐olds   clearly   outnumbered   35   to   50-­‐year-­‐
olds   in   the   Diesel   customer   base.   Trendy   young   people   over   25   often   considered  
Diesel  “too  young”  or  “too  hip-­‐hop”  for  them.  

The  Process  

  Before   1991   Diesel   was   a   typical   young   design   company.   It   focused   all   its  
energy   on   launching   new   products   (about   1,800   new   references   per   year)   and   did  
not   even   have   a   consistent   brand   logo.   Starting   in   1991,   Maurizio   Marchiori,   the  
newly-­‐appointed   advertising   director,   developed   a   global   branding   campaign   in-­‐
house   with   the   help   of   Paradiset,   a   Swedish   advertising   agency.   The   campaign  
appropriated   the   “products   make   better   living”   theme   popular   among   advertisers   in  
the   50s   and   turned   it   on   its   head   in   the   “Diesel   for   Successful   Living”   campaign.  
Diesel’s   vision   of   consumer   paradise   was   to   be   interpreted   ironically;   the   standard  
promise  of  “success”  was  exaggerated,  made  absurd,  even  mocked.  Serious  themes  
seemed   to   be   lurking   everywhere   in   the   adverts   but   were   undercut   by   a   final  
admission  that  it  was  all  just  a  joke.  
  Diesel   advertising   campaigns   were   artistic,   colourful   and   sexy—as   fashion  
advertising   often   is—but   they   were   clearly   differentiated   by   their   themes,  
complexity   and   radical   irony.   The   ads   were   not   only   visually   shocking,   they   clearly  
established  Diesel  as  a  counterpoint  to  established  norms  and  institutions.  Diesel  ads  
were   often   confusing,   sometimes   intriguing   and,   as   a   result,   highly   exclusive.   They  
required  wit  and  involvement  to  be  deciphered.  Many  were  left  perplexed  or  failed  
to  see  the  underlying  irony.  The  few  who  understood  Diesel’s  sense  of  humour  could  

  9  
feel   a   real   sense   of   complicity   between   them   and   the   brand.   Thankfully   for   Diesel,  
many   of   these   were   wealthy   teenagers   looking   for   clothes   that   would   stand   out   and  
distinguish  them  from  the  crowd.  

Kylie  Minogue  in  Diesel  Jeans  

  10  
  

Zac  Efron  wearing  Diesel  jeans  

Mischa  Barton  in  Diesel  shorts  

  11  
  

Taylor  Lautner  in  Diesel  Jeans

  12  
 4.0  ADVERTISING  CAMPAIGN  

4.1  Campaign  1  

Label:       Diesel  Jeans  

Season:     Spring/Summer  2010  

Campaign:    Diesel  ‘Be  Stupid’  

Photographer:  Jason  Nocito  

“Be   Smart”   –   that   is   what   our   parents   and   teachers   told   us   since   we   were   young.  
While  Diesel,  takes  “Be  Stupid”  as  its  philosophy.  
Diesel  Stupid  Philosophy  
Like  balloons,  we  are  filled  with  hopes  and  dreams.  But.  Over  time  a  single  sentence  
creeps   into   our   lives.   Don’t   be   stupid.   It’s   the   crusher   of   possibility.   It’s   the   worlds  
greatest  deflator.  The  world  is  full  of  smart  people.  Doing  all  kind  of  smart  things…  
Thats  smart.  Well,  we’re  with  stupid.  Stupid  is  the  relentless  pursuit  of  a  regret  free  
life.   Smart   may   have   the   brains…  but   stupid   has   the   balls.   The   smart   might   recognize  
things  for  how  they  are.  The  stupid  see  things  for  how  they  could  be.  Smart  critiques.  
Stupid  creates.  The  fact  is  if  we  didnt  have  stupid  thoughts  wed  have  no  interesting  
thoughts   at   all.   Smart   may   have   the   plans…   but   stupid   has   the   stories.  Smart   may  
have  the  authority  but  stupid  has  one  hell  of  a  hangover.  Its  not  smart  to  take  risks…  
Its  stupid.  To  be  stupid  is  to  be  brave.  The  stupid  isnt  afraid  to  fail.  The  stupid  know  
there  are  worse  things  than  failure…  like  not  even  trying.  Smart  had  one  good  idea,  
and   that   idea   was   stupid.   You   can’t   outsmart   stupid.   So   don’t   even   try.   Remember  
only  stupid  can  be  truly  brilliant.    

(  Source  from  Diesel  )  

  13  
  
 

  14  
  

  15  
  

  16  
4.2  Campaign  2  

Label:       Diesel  Jeans  

Season:     Denim  Spring/Summer  2010  Collection  

Campaign:     “Sex  Sells  *Unfortunately  We  Sell  Jeans”  

Photographer:  Miko  Lim  

Models:     Martin  Cannavo,  Sam  Way,  Tobias  Sorensen  and  Dan  Cameron  

Diesel   continues   to   push   the   advertising   envelope   with   their   campaign   for   Spring  
2010   tagged   "Sex   Sells   *Unfortunately   We   Sell   Jeans".   Following   up   on   their   "Be  
Stupid"   campaign   these   ads   garner   the   brand   attention   amongst   consumers   while  
being  sexy  and  having  enough  humor  to  them  to  be  appreciated  by  the  masses.    

The  pictures  feature  young  girls  and  men  half  naked  with  perfect  pairs  of  jeans  on  
them.  The  postures  are  very  tempting  as  if  we  caught  the  models  on  something  
which  was  going  to  be  obscene.  

  17  
  

  18  
  

  19  
4.3  Campaign  3  

Label:       Diesel  Jeans  

Season:       Summer/Spring  2007  

Campaign:   “Global  Warming  Ready”  

Photographer:  Terry  Richardson  

For   this   “Global   Warming   Ready”   campaign,   A   series   of   newspaper,   magazine   and  
billboard  advertisements  shows  models  posing  in  Diesel  clothing  in  a  world  affected  
by  raised  water  levels  and  temperatures.  

Diesel’s   marketing   staff   sees   the   “Global   Warming   Ready”   campaign   as   consistent  
with   Diesel’s   tradition   of   generating   attention   and   provoking   discussion   of   serious  
societal  issues  with  a  tongue-­‐in-­‐cheek  ironic  voice.  “Global  Warming  Ready”  portrays  
the   potential   look   of   this   new   world   while   representing   it   in   an   aesthetically  
beautiful  way.  

Global   Warming   Ready”   at   first   glance   appears   to   be   just   another   fashion  

advertisement.  On  second  glance  the  campaign  appears  to  be  an  arrogant  swipe  at  
the  concerns  of  environmentalists.  Wealthy  people  will  continue  to  buy  fashionable  
clothing  even  in  a  world  affected  by  climatic  disaster.    

  20  
  

Tropical  birds  in  St  Mark’s  Square,  Venice  

 
Sandy  desert  overtakes  the  China  Wall

  21  
  
Tropical  plants  growing  in  Paris  

 
Rio  de  Janeiro  underwater

  22  
  
New  York  City  submerged  

 
Beach  scene  at  Mt  Rushmore

  23  
  

 
London  a  water  playground  

 
Summer  holidays  with  the  penguins  in  Antarctica  

  24  
4.4  Campaign  4  
Label:  Diesel  Jeans  

Season:  Fall/Winter  2007  

Campaign:  “Human  After  All”  

Photographer:  Johan  Renck  

“Human  After  All"  is  one  of  the  advertising  campaigns  for  Diesel  denim.  The  seven  
frames   take   us   into   a   technology   ruled   future   as   opposing   to   the   "Fuel   for   Life"  
Diesel  fragrance  ads.  A  future  that  is  still  human  as  this  clever  Diesel  ad  accentuates.  
Even  though  technology  takes  big  steps  as  clones'  nurseries,  teleportation  and  space  
ships   will   be   common   aspects   of   life,   some   things   will   never   change   and   that   implies  
the   human   nature.   Error   and   emotion   will   stay   the   same   -­‐   flight   delays,   car  
breakdowns,   balls   breaking   glass,   ugly   breakups,   and   young,   beautiful   humans  
wearing  sexy  Diesel  jeans.  

  25  
  

  26  
  

  27  
  

  28  
5.0  THE  CRITICS  (ETHICAL  ISSUE)  

  Diesel   has   always   been   known   to   have   edgy   ad   campaigns.   But   their   most  
controversial   one   to   date   would   have   to   be   their   new   “Be   Stupid”   campaign.   The  
campaign   has   been   banned   by   the   UK   ad   watchdog   (ASA)   for   being   offensive   and  
encouraging   antisocial   behavior.   The   campaign   featured   a   number   of   ads   including  
one   with   a   girl   on   a   stepladder   flashing   her   breasts   at   a   CCTV   camera,   while   another  
features   a   woman   holding   open   her   bikini   bottoms   and   taking   a   photo   of   her   nether  
regions.  It  is  said  that  the  ASA  received  33  complaints  about  Diesel's  posters,  which  
fell   into   three   categories.   First   that   they   should   not   be   seen   by   children,   second   that  
they  were  offensive  and  third  that  they  encouraged  anti-­‐social  behaviour.  
  Another  controversial  campaign  that  has  been  raising  the  heat  would  be  the  
‘Global   Warming   Campaign”.   A   lot   of   people   think   that   this   campaign   has   a   shock  
value,   it   seems   to   underestimate   the   actual   Global   Warming   effect   to   the   world.  
However,  Diesel  said  that  the  campaign  is  actually  made  to  present  global  warming  
in  a  more  positive  context,  that  global  warming  might  just  not  be  such  a  bad  thing.    
Diesel’s  latest  campaign,  “Sex  sells*  Unfortunately  we  sell  jeans”,  is  not  less  
controversial  compared  to  their  previous  campaigns.  The  campaign  features  young  
girls  and  men  half  naked  with  only  a  pair  of  jeans  on  them.  This  campaign  is  assumed  
to  be  too  provocative  and  obscene.  

  Leave  it  to  Diesel  to  create  a  campaign  that  is  both  forwards  and  provocative,  
a  campaign  that  plays  on  people’s  sensitivities.  However,  these  controversial  and  
provocative  campaign  actually  giving  them  precisely  what  they  want,  brand  
awareness.  

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6.0  O  THER  SUPPORTING  COMMUNICATION  TOOLS  

  The   Diesel   style   was   also   evident   in   other   forms   of   communication.   Great  
attention   was   given   to   product   placement   among   actors,   musicians   and   celebrities  
(although   Diesel   never   paid   the   stars   and   almost   never   gave   away   the   products   to  
them).  Diesel  garments  featured  in  many  popular  and  independent  movies  such  as  
“Godzilla”,   “Lethal   Weapon”,   “Crime   and   Punishment   in   High   School”,   or   “Anywhere  
But  Here”.  
  Diesel   was   one   of   the   first   clothing   companies   on   the   Internet,   opening   the  
www.diesel.com   site   in   1995.   The   site   contained   information   about   Diesel   clothing  
collections  and  its  licenses,  
  In   1994,   Diesel   built   The   Pelican   Hotel   in   South   Beach,   Miami,   which   was   to  
become   a   vivid   manifestation   of   the   Diesel   philosophy.   All   25   rooms   in   the   hotel  
were  designed  and  decorated  to  feel  like  surreal  movie  sets:  each  filled  with  recycled  
furniture   and   named   after   its   own   style,   e.g.   the   Psychedelic   room,   Halfway   to  
Hollywood  and  Me  Tarzan  (see  Exhibit  5).  The  hotel  became  a  hit  with  the  fashion,  
music   and   publishing   set.   Celebrities   such   as   Cindy   Crawford,   Grace   Jones,   Yoko   Ono  
and  John  F.  Kennedy  Jr.  stayed  there.  
  Diesel   participated   in   the   production   of   video   games   for   Sony   PlayStation,  
Nintendo   and   personal   computers.   It   contributed   the   Diesel   for   Successful   Living  
logo  and  other  creative  content  to  new  video  game  releases,  such  as  Psygnosis’  hits  
“G-­‐Police  I  &  II”,  Acclaim’s  “Shadow  Man”  and  “Extreme  G  II”.  

 
 
 

  30  
http://www.designboom.com/eng/interview/rosso.html  

http://www.couturecandy.com/diesel/designer.html  

http://en.wikipedia.org/wiki/Diesel_(brand)  

http://www.vogue.co.uk/news/daily/090617-­‐sophia-­‐kokosalaki-­‐
becomes-­‐lead-­‐desi.aspx  

http://faculty.insead.edu/chandon/personal_page/Documents/Case_Di
esel%202007_corrected-­‐w.pdf  

http://meetthefamous.com/celebrity-­‐
closet/fashion_article.php?ID=1380  

http://www.denimology.com/2009/09/kylie_minogue_in_diesel_jeans.p
hp  

http://www.denimology.com/2010/05/taylor_lautner_in_diesel_jeans_
4.php  

http://awake-­‐smile.blogspot.com/2008_07_01_archive.html  

http://www.creativeadawards.com/diesel-­‐be-­‐stupid-­‐advertising-­‐
campaign/  

http://www.nitrolicious.com/blog/2010/01/22/diesel-­‐be-­‐stupid-­‐spring-­‐
summer-­‐2010-­‐ad-­‐campaign/  

http://artatm.com/2010/03/awesome-­‐be-­‐stupid-­‐advertising-­‐campaign-­‐
of-­‐diesel/  

  31  
http://www.denimology.com/2010/02/diesel_sex_sells.php  

http://www.millionlooks.com/outfits/sex-­‐sells-­‐–-­‐diesel-­‐campaign/  

http://www.bkrw.com/news/diesel-­‐sex-­‐sells-­‐spring-­‐summer-­‐2010-­‐
denim-­‐campaign.html  

http://theinspirationroom.com/daily/2007/diesel-­‐global-­‐warming-­‐
ready/  

http://www.adverbox.com/ads/diesel-­‐global-­‐warming-­‐campaign/  

http://www.notcot.com/archives/2007/02/global-­‐warming.php  

http://www.hautfashion.com/fashion-­‐ads/diesel-­‐human-­‐after-­‐all-­‐
campaign  

http://theverychronicles.blogspot.com/2007/10/human-­‐after-­‐all-­‐diesel-­‐
fall-­‐winter-­‐07.html  

http://www.notcot.com/archives/2007/07/diesel-­‐human-­‐af.php  

http://www.thefirstpost.co.uk/65209,news-­‐comment,news-­‐
politics,diesel-­‐jeans-­‐be-­‐stupid-­‐flashing-­‐women-­‐poster-­‐adverts-­‐banned-­‐  

http://www.bbc.co.uk/news/10456704  

http://www.guardian.co.uk/media/2010/jun/30/diesel-­‐asa-­‐advertising  

http://www.florencenewspaper.it/vediarticolo.asp?news=b0.07.20.10.0
7  

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