Written Task 2--Benetton

In: English and Literature

Submitted By darg123
Words 893
Pages 4
“Rules are what the artist breaks; the memorable never emerged from a formula”– Bill Bernbach. This ideal was strongly recognized and applied to by world-renowned photographer Oliver Toscani as he launched an exceptionally controversial advertisement titled “The Three Hearts” under the clothing company United Colors of Benetton. It is important to note that this contentious ad is not one of arbitrariness, but a calculated marketing tactic employed by United Colors of Benetton defined as “shock advertising.” Most of Benetton’s advertisements have been known to cause great controversy and disgust, especially because their advertisements did not directly relate to any of the merchandise they sell. However, by deviating from generic marketing strategies such as hiring clothes models or relying on the aesthetic appeal of their stores, United Colors of Benetton pursues a superior motive of promoting tolerance in society and creating an active democracy without ideological borders. Additionally, their brand does not communicate with the consumer, but with an individual. This cannot target an age group but rather a shared vision of issues that need to be addressed. Therefore, they attract their market through the use of pathos to emotionally appeal to consumers, which creates a collective awareness for social issues such as capital punishment, AIDS, and race relations. The social issue of racism is addressed in the advertisement that will be analyzed in the following critical response. “The Three Hearts” was launched in conjunction with SOS Racism, a French anti-racist NGO, and it depicts an image of three graphic human hearts overprinted with the words “White, Black, Yellow” respectively. Toscani displays the identical hearts on a flat white surface to indicate homogeny and reiterate the biological similarities of all human bodies. Initially, this image inspires a mood…...

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