Media language

Conventions- Women's figures are highlighted, hegemonic rules of attraction are subverted, practical lighting- but typical 'daylight' colour palette is subverted with light unnatural blues, the character's representing the brand are not hegemonically acceptable in society- criminals, rude, outcasts. Direct mode of address, unconventional swearing

Codes-

Lexis- "Diesel presents" used to anchor advert and build a sense of importance for the audience. Almost cinematic. Lots of imperative verbs to encourage audience with commands and examples. Word 'go' is repeated- makes strapline of ad more memorable.

Camera work- Audience is positioned as helping to put the film together, the first shot positions them behind the character making it the zoom makes the audience feel as though they're entering his mind, the next shots are directly above the film, the audience is looking down on it as the creator would. There are lots of shots using moving or even handheld camera- this helps it to feel more edgy and 'flawed' and builds a connection between the audience and the flawed character's as they feel more absorbed into their scenes- also visualises the sense of 'go.' The camera is static in the scenes of the creator othering him from the other character's and making him seem more powerful as he pieces it all together- the sense of power is reflected onto the audience and a lifestyle is sold to them- which is reinforced by the music

The tape establishes the theme 'go with the flaw' as it is an unconventional way to piece the film together, which most would consider too unprofessional.