Diesel's image revolves around accentuating the already heightened and recently discovered sexuality of youth. Young bodies are squeezed into denim, leather and spandex styled after a variety of rebellious pop icons. In its quest to perfect and distill this raw sexuality, however, Diesel winds up whitewashing its image of actual sexuality. The counter culture depicted in Diesel ads is so perfect that it becomes unreal. The punk/Goth boys and girls become robots with fake tattoos, muscles and skin. Sexual difference, if there is any in Diesel's imagery, appears to be shown as it might be in the future where gender difference is either diminished or so altered as to lack parity with today's standard definitions of male and female.

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