the portrayal of gender in brand ads

Diesel Apparel Brand


Diesel apparel brand offers a variety of denim shirt styles for both male and female genders that are suitable for a variety of occasions. Because of the lightness of the products, the designs are appropriate for spring and summer weather. The jeans (trousers and denim shirts) come in a range of styles and patterns, giving the customer more options to choose the most appealing. There are various shades of blue denim leather, for example, that can compliment those of the inner wares. The designs are appealing to all age ranges, so an older adult or a young person can wear some of the designs that attract them. Lastly, they come at a very affordable price which is available on the diesel fashion house website, and various social media pages where customers can interact with support and order with free delivery.

Explanation of Gender in the Diesel Fashion Brand


The first expression of gender is through the design of the clothing itself which indicates the ones for the male, female, or universal. For example, the denim shirt by the male teenager on the left side shows a design with buttons running up front from the collars to the bottom. On the other hand, the girl at the right corner holding a handbag has a jacket-like design of jeans with a low V-shaped neck lining indicating a feminine touch hence targets that gender. Lastly, the use of both female and male models in the whole set helps showcase various designs of the jeanswear for both groups, those that can be worn by both, as well as the target age gap for the advert. In Kaiser's book, the author posits that one cannot adequately analyze the kilt without consideration of 'intersectionalities between gender ethnicity, and the nation.' In this regard, this advertisement obeys the traditional gender norms of American society regarding casual wear. Most Americans believe that jeans wear indicates a relaxed nature of the dressing and the different designs indicate a particular sex in the community. For example, the design of the jeans handbag can only target the feminine individuals.


Bibliography

Kaiser, Susan B. 2012. Fashion And Cultural Studies. 1st ed. London: Bloomsbury.

Singer, Olivia. 2017. “The Fashion Ads That Changed The World”. CNN Style. http://edition.cnn.com/style/article/adverts-that-changed-the-world/index.html.

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