They cover a vast variety of themes, such as ethical/social/culteral issues, aids, racial integration ect.
They limit their publicity to promote and communicate the company’s values.
They don’t see advertising as a tool to sell more.
Benetton started out with the notion of colour.
The definition of benetton stands for ‘colours’
And example of their conveyance of colour was a photo shoot showing a group of people with all different coloured skin, they wanted to show their products in a new and simple way
Solme examples of the constrasting technique adding to their shock value qualities include images such as.
-multi-colored dead leaves floating on the surface of an oil spill
-rows and rows of crosses in an American cemetery
-a priest kissing a nun on the lips
They go with the explaination that images which belong to the symbolic domain do not state one thing, as words ususally do, but are left open to other peoples interpritations, this can sometimes spark up contraversial issues with the companies images.
They played around a lot with the dual meaning images, war/peace, flirtation/sex, beauty poillution.
They all had ethical dimensions and values but refused to to impose a moral meaning to them.
They also covered a lot of other themes such as immigration, race relations, ecology, Aids, Religion, Sport, travel, war, healthÉ through a maximum of images and minimal texts.
bibliography
http://www.museedelapub.org/pubgb/virt/mp/benetton/pub_benetton.html
1 comment:
great post
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