• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Discuss the controversial nature of Benettons's advertising campaigns, paying close attention to the Benetton Baby and the David Kirby images, and also the recent death row adverts.

Extracts from this document...

Introduction

Discuss the controversial nature of Benettons's advertising campaigns, paying close attention to the Benetton Baby and the David Kirby images, and also the recent death row adverts. I have been asked to write and essay on the controversial acts of Benetton the advertising company. In my essay it will give both for and against arguments and how the agency has created cause for concern in the advertising world. My essay will also have details of how other advertising companies advertise their products different to Benetton. I will be looking practically at three certain Benetton advertisements. These are en-titled separately, "Benetton Baby," this portrays a photo of a newly born baby trailing her uncut umbilical cord this caused exceptional controversy. "David Kirby" the image of a man dying of AIDS, surrounded by his family "Sentenced to death" Photographs of death row inmates. They were shown posing in their prison dress and resembling victims themselves. The inmates' faces also featured in magazines and billboards all over the world. These where all produced by an Italian photographer, Olivero Toscani. Olivero Toscani was born in Milan and today lives in Tuscany, with his wife and three Children. He studied photography at 'Kunstgewerbeschule' in Zurich 1961 to 1965 and his work began featuring in fashion magazines then. His photos have appeared in all major international magazines, such as Elle, Vogue, Vogue for Men, Lei, Donna, GQ, Mademoiselle, and Harper's. ...read more.

Middle

But I believe that the image is in anyway offensive or wrong. The image consists of a newborn baby trailing its umbilical cord, the baby is covered in blood, and two hands, presumably of a Doctor, are waiting to receive the child. This was created to appear on billboard so the shire size would make the image impossible to be missed. The background is white therefore the baby stands out. The logo is included to the left of the advertisement and is very small almost insignificant. The image is very clear and not edited in any way to make the situation more attractive I agree with the advertisement entirely. Although it is a strange way to advertise I have no objections. The image is very large and might not be what all people want to witness it but birth of babies are publicized on the television as entertainment or education in more graphic detail. Isn't a baby being born "the most wonderful experience"? But people did however complain, the public disagreed strongly with this image "the poster.... Has attracted more than 800 complaints." 800 is not a particularly large amount when in comparison with the millions that would have witness the advertisement. The complaints consisted of "the image is shocking and distasteful...", "many children are reported to have found it disturbing..."and objections regarding the "exploitative use of such an image to sell clothes." ...read more.

Conclusion

who has contributed to the campaign by patiently contacting and negotiating with prisons' Mr. Rice mentions that during 1999 there has been a huge rise in the number of executions in the United States. Of the 600 death sentences that were passed between 1976 and the end of the 20thcentury, approximately 100 executions were carried out in 1999. Benetton advertisements to me have a strong meaning, which differs from individual to individual. For some the adverts are merely indicating how ignorant the world is today. How people emphasise on looking a certain way and how they foresee others. To others they may be seen as a source of entertainment something to discuss on the train or to your local cab driver that will never silence. There are many other views but mine is this I agree entirely with the advertisements, although others wont. The ads are unique and contain moral issues that may keep the brain puzzled all day to find. As there has been such uproar in disagreement concerning the ads this has given Benetton a vast amount of free advertisement. I like all the adverts I have been analysing although I do prefer the "death row" images. These appeal to me a majority more as they have more of a moral message, and become challenging to comprehend the death penalty law. You are left asking yourself, "Do I agree with the death penalty?" All of the benetton advertisements caused great amounts of controversial disagreement. The three mentioned esspecialy, as to more than half the world they have no meaning, as to others they offend highly. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. Produce a marketing strategy for a product or service with a clear understanding of ...

    will not affect it as much so therefore I went ahead with the idea. At the moment unemployment is low, interest rates are low, the economy is in a good position. By looking at this it has influenced me to take advantage of advertising more as people are able to spend more as they have good disposable income.

  2. A study of the representation of women in magazine beauty advertisements, with close reference ...

    Although this was not a magazine advert, it nonetheless shows how much this company spends on its advertisements. The advert was for the famous fragrance Chanel No.5, was two minutes long, (three including credits) and cost �18m to create. It was shown on television and in cinemas before the screening

  1. Charity Adverts Evaluation

    The first billboard with the title "No one should endure Pain!" portrays a close up image of a distraught young woman with her hand on her head; she is also wearing black connoting sadness. Around the image are short sentences of a story which is being told of how abuse

  2. The History of AdvertisingTypes and Functions of AdvertisingAdvertising in mass media.Advertising agencyDomestic advertising

    For achieving effect of TV advertising, it is necessary to do the following: It is necessary to gain the attention of the audience in first five seconds; verbosity is not necessary - each word should work. Posters on boards of the outdoor advertising are usually placed along brisk highways and

  1. Gender stereotypes in two adverts and how the US Government publicises its War on ...

    The Luv diaper slogan is "live and learn and get Luv". After the slogan, mom appears and says, " Where are you going to get that guarantees? I will not get guarantees if I am going to get a shower everyday".

  2. Influences and effects of advertising on children's health and psychology: Body Image and Diet.

    characters are underweight, while only 5% of females in the audience are underweight. In contrast, evil, stupid, or buffoonish people are portrayed by actors who are older, frumpier, unkempt, perhaps physically challenged. Only 3% of female TV network characters are obese, while 25% of U.S. women fall into that category.

  1. I will be analysing two adverts about what message is created through the design ...

    The aim of this series adverts was launched in an attempt to change the public's perceptions regarding children who are abused through poverty, homelessness, disability, bereavement and abuse. They also highlight the point that not all children are born with the same opportunities for the future.

  2. "All Advertising Should Be Banned" - Discuss

    comment whether they had asked permission of the family to use the photo. There are many advertisements that are far-fetched and manipulate emotive images for their own purposes; Benetton is not alone in this. Sexist, racist and belittling images are used for commercial purposes.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work