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Provocative advertising dissertation
Kindle, tablet, mobile. The absence of the products in most of the companys advertisements parallels this pattern. Loss of profits. By means of the images, the text establishes a relationship with various interpretations in different cultural spheres. The company uses the same images and campaigns worldwide (m and does not consider cultural and moral conceptual differences. At the beginning of the 1990s however, the Italian clothing company Benetton changed the face of advertising forever. Benetton tried to exculpate itself from the allegations by saying the controversial images had already been published in various magazines without any protests. Toscanis photographs appear as shocking because the displayed person(s) or situations are neither beautified nor embellished. It is possible that this parallels the companys concept of promoting unity and closeness between different cultures and condemning racism, as seen in various early Toscani advertising campaigns for Benetton. Contrary to this scheme, Toscani used images for his campaigns that had nothing to do with Benettons products. Instead of showing the companys products in its advertisements, they have chosen to show images related to important world issues in a claimed attempt to raise awareness (u.edu/ Between 19, and then again in 2000, Benetton attracted attention because of its especially provocative advertising campaigns.
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Contrary to other international operating conglomerates that use the same advertising internationally but modify it in consideration of the cultural context, Benetton advertisements are not tailored regionally. The choice is arbitrary. The previous approach of advertising aimed to create identifications between consumer and commodity, whereas Toscani developed a pattern in which the customer does not identify with the concrete object but with an abstract idea. The company was, autonomously from Toscanis creative contribution, largely known (Salvemini 2002,. Furthermore, the images in Benetton advertisements usually appear over a white background, what suggests an appearance that could be interpreted as clinical and stark. Toscani circumvented one of the conventions of advertising when he created a change in style. People in advertising are clearly more sensitive than, for example, in cabaret.