Analysis On Benetton’s Advertisements

1775 words - 7 pages

Analysis on Benetton’s Advertisements

Analyse and comment on the controversial nature of the Benetton’s
adverts paying close attention to the race issues and the most recent
death row campaign

"Images are fast replacing words as our primary language. They define
our ideas of beauty, truth, and history. In our age, the
photographer, not the philosopher is king."
(From Richard Avedon: Darkness and Light)

What kind of advertising company would depict images that convey
messages which are totally opposite from the purpose and nature of the
company itself? What kind of advertising company would cause
unnecessary pain and distress to the ones affected by the disturbing
images of which the company wishes to illustrate? Well whether you
were for or against it, Benetton Clothing Company portrayed troubling
images, which were hated by few and later praised by many. The main
objective of an ad is to promote the purpose of what the company
desires to do. I will be looking at three Benetton adverts for which I
intend to analyse.

The quote above identifies a critical change that our society is
currently in the midst of. Advertising has become the single largest
source of visual imagery in our society today. No matter where we
look, we see advertisements trying to sell us everything from food to
cars. We see images of youthful, beautiful people enticing us to
spend our money on products we think we need, hoping that by
purchasing the product we too may reap the benefits of owning it. Not
long ago however, an Italian clothing designer named Luciano Benetton
changed the face of advertising forever. Instead of showing
Benetton’s products in its advertisements, they have chosen to show
images related to important world issues in a claimed attempt to raise
awareness. My intentions are to discuss the social and cultural
implications of Benetton’s ads to discover why they have become so
criticised and whether or not they are beneficial to our society.

In 1989 Benetton became the first company to eliminate pictures of its
products from its advertisements. The photographer Oliviero Toscani,
who has a long history in dealing with art, was given total control
over Benetton’s ads.

The first advert was named ‘war’. The advert depicts two men of
different race united with handcuffs. This is the first thing that
comes to our mind. These are the denotations. There is a white man and
a black man. It seems that both of these are men are dressed in denim
jackets as well as having the same colour shirt. However all these
points are very simple, if one looks at the picture very carefully
then there are many inferences that can be made. Although the ad shows
two men handcuffed together, some people may assume the black man was
cuffed to the white man. This led to many complaints about racism...

Find Another Essay On Analysis on Benetton’s Advertisements

Should Advertisements Promoting the Utilization of Drugs Be Banned?

1191 words - 5 pages To Young Adults: A Content Analysis Of Cigarette Advertisements." Journal Of American College Health 56.4 (2008): 383-389. Academic Search Complete. Web. Hodge, James G., et al. "Reconsidering The Legality Of Cigarette Smoking Advertisements On Television Public Health And The Law." Journal Of Law, Medicine & Ethics 41.1 (2013): 369-373. Consumer Health Complete - EBSCOhost. Web. Torres, Ivonne M., Jeremy J. Sierra, and Robert S. Heiser. "The Effects Of Warning-Label Placement In Print Ads." Journal Of Advertising 36.2 (2007): 49-62. Business Source Complete. Web.

Persepolis by Marjane Satrapi Essay

1352 words - 5 pages in government enforce such laws on women demonstrates the control they are attempting to gain. Women face oppression in advertisements similarly by society telling women how they are seen and how they should look. The types of advertisements that target women this way are sexual advertisements. An example of an advertisement oppressing a woman is displayed in Dolce & Gabbana. Dolce & Gabbana created an advertisement with men surrounding a woman

An Analysis of Linguistic Characteristics in English Advertisements

592 words - 2 pages advertisements from the aspects of morphology, syntax and rhetorical devices and classify them. This paper will focus on the analysis of the linguistics characteristics, and hope that I can make some valuable conclusions. I believe that this topic will be a meaningful one.In addition, I will reference more literature about this topic, and conclude their views into our writing idea. In the process of this research, I will have some difficult problems,I

An Analysis of Linguistic Characteristics in English Advertisements

592 words - 2 pages advertisements from the aspects of morphology, syntax and rhetorical devices and classify them. This paper will focus on the analysis of the linguistics characteristics, and hope that I can make some valuable conclusions. I believe that this topic will be a meaningful one.In addition, I will reference more literature about this topic, and conclude their views into our writing idea. In the process of this research, I will have some difficult problems,I

Khakis Tell Quite the Story

915 words - 4 pages brought these advertisements to the forefront to further back his claim that males respond most positively to advertisements that are simple, concise, and seemingly honest but in paragraphs 19-27 his analysis of males based advertising campaigns in comparison to female based advertising campaigns did not follow his thesis based solely on the Docker advertising campaign that ran in the late 1980s. While Gladwell fell short in adhering to the

LIVING LARGE: Exploring Advertising Themes in Muscle & Fitness Magazine between 1987 and 2008

4852 words - 19 pages analysis of the advertisements found in Muscle and Fitness magazine. We will provide sample advertisements taken from Muscle and Fitness that reflect a comparison of two magazine issues; one from 1987 and one from 2008. A variety of issues are examined in our analyses. These include: Are there any differences in the type of advertisements? Have the body image ideals changed from 1987? What kind of people are these advertisements targeting? A sub

Beauty standards---a new restriction to women

904 words - 4 pages The era of mass media is flooded with all kinds of advertisements, and this ubiquitous industry(beauty advertisements especially) has gained higher public awareness these days, since it has been accused of creating unreal ideals of beauty which pose pressure on females to become slimmer and more facially attractive, forcing them to damage their health at the expense. However, criticisms against advertisements are basically focused on the

Unethical Advertising: False Claims That Misleads People

1021 words - 4 pages Sexuality in Advertisements: A Content Analysis of Black- and White-Oriented Women’s and Men’s Magazines. Retrieved on 10-4-2014 from http://www.academia.edu/ O'Brien, G. (2011).Marketing to children: accepting the responsibility. Retrieved on 10-4-2014 from http://business-ethics.com/ Mathew, J. (2014). “Novartis Faces Criminal Complaint in Japan Over Exaggerated Advertising of Hypertension Drug”. Retrieved on 9-4-2014 from http://www.ibtimes.co.uk/

Economic Advertising

1036 words - 5 pages what they have is what makes them who they are (The Greatest Movie Ever Sold). The voices against advertisement are many; yet advertising is thriving in our world. This is not by accident. We all use and depend on advertising, not only as a means of information, but also as a source of communication. The secret is: consumers control the advertisements. Every time someone spends a dollar, they are voting for the products they want to continue

Advertising Effects On Young People

1136 words - 5 pages Effects of Advertising on American YouthAdvertising on American youth has changed somewhat in the last ten years. Today's youth, mostly between the ages of 15-18, see an advertisement on television, or the internet and they want to try it , have it, or even steal for it because they desire it. Take alcohol advertisements for instance. Alcohol advertisements are more complex and appealing to today's youth than they were ten years ago. The effect

An Investigation into the Recall of Persuasive versus Informative Television Advertisements

1978 words - 8 pages advertisements were a representative of a nation’s demographics and culture, Pakistan would come across as a group of people who spend all their time either talking on the phone at extremely cheap rates or doing laundry. The repetition of the same advertisements every 10 minutes creates too much clutter and noise on television prime time. The researcher’s analysis of television advertisements on prime time television (one hour, 2000 hrs to 2100 hrs

Similar Essays

Marketing And Ethics (United Colors Of Benetton)

1864 words - 7 pages continent to continent. This unique approach has been met with extreme emotions, and people have both praised and damned the Benetton advertisements. Although the advertisements often are considered controversial, photographs that feature such images as human suffering and sexual organs continue to grasp the attention of the world media. Benetton’s focus on universal campaigns that represent different races, cultures, and lifestyles, often in

Taboo Of Tomorrow Essay

1064 words - 5 pages and sales soared giving UCB its dominance in the market. The critics, however, were astounded by the photographs, that at first, seemed completely mundane, and enforced Benetton’s point well. However, after further analysis, one could quickly make out the evident and marking controversies that the photographs provoked. Many of these topics included homo-sexuality, “racial inequality” and other social taboos. This technique, known as shockvertising

Controversial Advertising Essay

3044 words - 12 pages aesthetic subversion to subsequently question exactly the image’s ad-alien and supposed subversive form and content. Thus, it will be shown that Benetton’s subversive potentials are overshadowed by their functions as advertisements. This works second part will look at two campaigns developed for French Connection. By investigating two campaigns it will be shown that the only form of subversion that might be claimed for advertising could possibly

Why We Go Shopping? Essay

1474 words - 6 pages complex analysis of available alternative as they have a limited capacity for processing ability. In other word, consumer just undertake simple decision in order to “sidestep the overly overburden task of assessing all the information available about all the alternatives”. (Bettman, 1979) All these analysis based on regarding consumer as a rational and goal oriented individual. 2.2 Experiential Consumption Compared with Bettman, as the quotation said