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Do the Benetton advertising campaigns highlight social issues or do they merely serve to publicise the Benetton brand?
Member rating: No Rating | Words: | Submitted: Thu Jan 13 2005
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Do the Benetton advertising campaigns highlight social issues or do they merely serve to publicise the Benetton brand? In the early 90's Benetton were at the heart of a groundbreaking advertising campaign, daring to challenge the average Joe's views on various matters that are normally seen as taboo. The advertisements in question could be seen in various situations, billboards, magazines etc. They used Binary oppositions to highlight social issues. Many have found the various images offensive, disturbing and blasphemous. Some are even believed to only 'fuel' disputes. But in this modern day we are constantly bombarded with information on the way we should live our lives, and therefore taught to ignore these social issues. Issues such as racism, conflict in LEDC countries and homosexuality are being highlighted by Toscani and Benetton. These would normally be spoken about behind closed doors, where they would not offend and not cause complication. But when Benetton...
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