Monday, June 16, 2008

Leilani - Graffiti; Art or Vandalism?




"Graffiti is revolutionary…. and any revolution might be considered a crime. People who are oppressed or suppressed need an outlet, so they write on walls—it’s free."

Graffiti advocates perceive graffiti as a method of reclaiming public space or to display one's art form, their opponents regard it as an unwanted nuisance. Graffiti has often had a reputation as being part of a subculture that rebels against authority, and thus, graffiti artists are presumed to be vandals and law-breakers. And yet, in times of conflict, such murals offer a means of communication and self-expression for members of these socially, ethnically and/or racially divided communities.


The stenciled image of the squatting man holding a sign that reads: "Keep your coins, I WANT CHANGE," speaks directly to the surge in street art across the globe. In a time when large institutions get larger and often hem in the ability for individuals to make themselves heard, the streets serve as invitingly blank canvases that anyone with some paint and a message has access to.

But at what cost? Secrecy and speed are the Graffiti Artists favored arsenal in avoiding the penance of expressing themselves. Jail.

However, many contemporary analysts and even art critics have begun to see artistic value in graffiti and to recognize for what it is - public art. According to many art researchers, graffiti is actually an effective tool for social emancipation or in the achievement of a political goal.

 

Graffiti – art or vandalism? It all depends on which side of the wall your standing on

 

  

http://www.artofthestate.co.uk

http://en.wikipedia.org/wiki/Graffiti

http://www.design-bookshelf.com/Graphics/stencil_graphics.html

http://www.graphicdesignbasics.com/2006/stencil-graffiti-capital-melbourne.html

http://www.woostercollective.com

http://www.englishheritageprints.com

http://sydney.indymedia.org.au/




Paolo - OLIVIERO TOSCANI and COLORS




 

                 They were the first years Ninety when children wound in the placenta or the Sicilian women folded up by the pain of forehead to a homicide of mafia of the photographer of the Benetton flattened the road to the many television shocking spots in circulation of these times.  

The experiment worked, and now it works ,demonstrating  that the publicity can still be read also as form of communication turned to the collectivity. Choosing to treat social problems, with its campaigns  raw and direct Toscani  literally interprets the social mission of the advertising practice replacing with the perfect family of the Mulino bianco (Mill White – stereotype of a classic happy family that you see onTV advertising) kisses stolen between priests and nuns or scenes of homosexual love.  

The countries of the Benetton overturn in this way the approach of the traditional advertising agency, that prefers to propose incapable reassuring and easy-going visions of the reality to arouse questions on the great social problems in the viewers. Un incorrect routine ,says Toscani, that in its photos ago of the violence and of the contradictions of the mafia, as of the war and of the death penalty, an occasion of report, turning them into uncomfortable images, able to let the people to reflect. 

The countries of communication of the Group Benetton they represent only not a mean of communication but an expression of our time. They have succeeded, thanks to an universal strength, to attract the attention of the public also distinguishing in the actual universe of images. 

they have picked up all over the world prizes and consents and at the same time they have aroused reactions, at times fierce, at times simply curious, confirming himself, however, always protagonists, elements of debate and comparison of the ideas.  

To you the judgment bloggers... better staying to reflect before to a publicity shock or better criticizing it and to entrench it behind false moralisms?????                   

 

toscani says:  "unlike traditional advertisements, our images
                                   usually have no copy and not product, only our logo.  They
                                   do not tell anyone to buy our clothes, they do not even imply it.
                                   All they attempt to do is promote a discussion about issues
                                   which people would normally glide over if they approached
                                   them from other channels, issues we feel should be more
                                   widely discussed."  Hence, advertising that speaks across all cultural
                                   boundaries and raises social awareness by presenting powerful
                                   human and universal themes.

Bookmarks

; www.olivierotoscanistudio.com

www.olivierotoscani.com/

www.time.com

www.ciadvertising.org

www.toscani.com

www.designboom.com

 www.wikipedia.org

www.othorses.com

www.answers.com

www.imdb.com

 

 

Abby - Oliviero Toscani

Oliviero Toscani

In 1984 The United Colours of Benetton hired the famour photographer Oliviero Toscani to head the company's advertising campaign. He had to produce international campaigns of global concern for global consumers. One of the campaigns was for anorexia and the poster below shows a graphic image of an anorexic woman. She looks as if she is starving and moving towards death. This is not the usual photo of thin women used in advertising campaigns looking beautiful to sell products.

Toscani took many photos of black and white people together. This photo below shows an angelic photo of a white girl with a black girl whose hair could be seen as styled as the devil’s horns. He is commenting on how we see black and white people differently, with the world being given a negative image of blacks.

People may be shocked by the photo of a white baby breastfeeding from a black mother as this is not often seen. He is again highlighting the separateness of blacks and whites with blacks having a bad reputation. 

Toscani was interested in environmental issues and this waterbird below is covered in oil and looks very sad. It is a strong image giving out an environmental message that death is the result of our pollution. He believed that when you take an image that would be normal in a news report and use it in advertising it would shock and disgust people into taking action.

This man was to be executed and has had his photo taken by Toscani as part of a anti-death penalty campaign. Using this photo in advertising was too much for the company as American public thought that glorifying a murderer was socially inappropriate. Toscani no longer worked for Benetton after the public outcry from this campaign.



Bibliography: 







Sunday, June 15, 2008

Govinda Benetton and Oliveri Toscani

The famous collaboration between Oliveri Toscani, a photographer, and United Colours of Benetton, an international clothing company, has been very successful in the promotion and expansion of the brand. Much controversy was created with the 1986 advertising campaign that used strong and confrontation images based on taboos, the notion of co-existence and exploring difference and stereotypes in race, nationality and religion. Oliveri Toscani and Benetton continued to explore social issues with more and more shocking and confrontational images and campaigns.The plan by Benetton was to integrate opposites and to unite difference under a single flag, that of its own logo. But the plan often backfired causing international outrage. Protests broke out after the photograph of a newborn baby still attached to the umbilical cord was used, resulting in the advertisement being removed from many countries. The response to Benetton’s advertisements was mixed. Many people where outraged while others supported the companies bold approach.United Colours of Benetton declared that the advertisements where to make people think. Although the idea behind the campaign to promote social issues was good, I don’t believe it was necessarily appropriate for a company selling clothing. People did not want to open a fashion magazine and see a photograph of a man dying of AIDS.

Many people believed it was immoral for the company to use these sensitive images to promote jumpers and scarves. The campaigns came to a stop when Oliveri Toscani resigned after the Sentenced to Death initiative about killers on death row caused enormous outrage in the United States.


http://press.benettongroup.com/ben_en/about/campaigns/history/
http://transcripts.cnn.com/TRANSCRIPTS/0001/16/wv.09.html
http://percipere.typepad.com/media/2006/08/cause_celebre_o.html
http://press.benettongroup.com/
http://www.berk-edu.com/RESEARCH/oliveriToscani/index.html
http://www.creativereview.co.uk/crblog/benetton-hits-middle-age/

Friday, June 13, 2008

Josh - Toscani


Olivero Toscani, creative director for the Benetton Group, has shattered every conventionally held idea regarding the role of advertising. Already an award-winning photographer, Toscani was hired in 1984 by Luciano Benetton to exclusively head the company's advertising campaign.


After hours or research on Toscani and Benetton I found a series of quotes, which I think best descried himself as a thinker, creator, photographer and advertiser.

"advertising is the richest and most powerful form of communication in the world. We need to have images that will make people think and discuss."

"ad agencies are obsolete. They're out of touch with the times; they're far too comfortable. When the client is happy, they stop trying. They don't want to know what's going on in the world. They create a false reality and want people to believe in it. We show reality and we're criticized for it."

"research? we try to do the very opposite. We try to make our ads personal. If you do research, you get yesterday's results. If they did research five hundred years ago, they never would have discovered America. They would have found out the world is flat. You have to have the courage to make mistakes. Everything we do is about impulse, about guts. That's what built Benetton."



By linking the varying colors in the Benetton collection to the diverse "colors" of its world customers it came up with "United Colors of Benetton" which became the very successful tradmark.A very successful part of the Benetton Group is they don’t tell anyone to buy the clothes, instead they attempt to promote a discussion about issues which people would normally glide over. Including a dark mother breastfeeding a white baby. This caused controversy in America due to historical connotations of slavery and racism. He went on to use Aids, new life, gleefulness, and a fake Jesus to give his advertising the edge that Benetton become well known for.










bib:
http://www.print.duncans.tv/2006/united-colors-of-benetton-1989/
http://en.wikipedia.org/wiki/Benetton_Group
http://www.boxxet.com/Benetton_Group/Invisible_Colours_of_Benetton.1lsoe0.d

Thursday, June 12, 2008

Benetton – (7)


In 1955, Luciano Benetton, saw a market for colourful clothes and began the company by primarily selling sweaters that he knitted.Benetton ad campaigns were then created, that contained striking images unrelated to any actual products being sold by the company. These graphic, billboard sized ads depicted a variety of ‘shocking’ subjects such as a deathbed scene of a man dying from AIDS, two horses mating, close-up pictures of tattoos, a collage consisting of genitals of persons of various races, a priest and nun about to engage in a romantic kiss and pictures of inmates on death row. The company's logo served as the only text accompanying the images in most of these advertisements

The ads raised the company's profile with their motto as “We decided to do something very controversial that people would pick up on” - 50% of people thought it was great and 50% thought it was awful, but it made everyone talk about Benetton. “All the Colours of the world” was one of the first slogans to appear in Benetton ads, and was later altered to “United Colours of Benetton.” For the first time in the history, the slogan “United Colours of Benetton” became a commercial trademark.

The process of building the Benetton brand took place in three separate phases as the cycle of difference, the cycle of reality and the cycle of free speech and the right to express it. Benetton ads used media, design, music, cinema, photography, and publishes on the internet to show the marrying of culture and industry.

Luciano Benetton and his photographer Toscani are maybe now too clever for the European press. The “united” colours of its sweaters soon became a metaphor for the united skin tones of the youth from many different countries and as the markets expanded, Benetton became a global force in just a few years.

Bibliography:

http://en.wikipedia.org/wiki/Benetton_Group

http://www.benettongroup.com/en/whatwesay/fabrica.htm

http://production.investis.com/ben_en/image_gallery/campaigns/?branch_id=1109

http://www.amazon.com/United-Colors-Lorella-Pagnucco-Salvemini/dp/1902686225

http://press.benettongroup.com/ben_en/about/campaigns/history/

http://www.benetton.com/

http://www.print.duncans.tv/2006/united-colors-of-benetton-1989/

http://blog.camera80.ro/united-colors-of-benetton-40-years

http://www.psfk.com/2008/03/benetton-gets-in-on-micro-lending.html

http://www.answers.com/topic/benetton-group-s-p-a-adr?cat=biz-fin

Monday, June 9, 2008

ROGAN: BENETTON


The Benetton group is primarily an Italian fashion label that produces around 160 million garments a year. The company prides itself on its style and quality and produces clothing under the brands ‘United Colors of Benetton’, ‘Sisley’, ‘Playlife’ and ‘Killer Loop’.


Italian photographer Olivero Toscani made a name for himself designing controversial advertising campaigns for Benetton from 1982 until 2000.  Toscani would use controversial photographs of sick and dying people, along with ideas of racism to evoke emotion from the consumer.  He also used his photographs for the campaign to comment on other global issues such as war, religion and capital punishment.  His photographs were bold and gripping and generally the Benetton company logo would merely be placed on the piece as a caption.

Benetton and Toscani used their platform as a means of communicating ideas to the world and were incredibly effective at it.  Toscani co-founded a the magazine ‘Colors’ that is also owned by Benetton to promote multiculturalism and world peace.  Toscani will go down as one of the most influencial men in advertising history and to quote him when asked if he believed his advertising was art: “Sometimes advertising is art, But art is always advertising.” 


BIBLIOGRAPHY

http://www.ericjlyman.com/adageglobal.html

http://archive.salon.com/people/feature/2000/04/17/toscani_int/index.html

http://en.wikipedia.org/wiki/Oliviero_Toscani

http://www.answers.com/topic/oliviero-toscani?cat=entertainment

http://operachic.typepad.com/opera_chic/2007/12/united-colors-o.html

http://www.olivierotoscanistudio.com/

http://www.time.com/time/arts/article/0,8599,1673663,00.html

http://www.benettongroup.com/en/home.htm

http://www.benetton.com/html/index.shtml

http://en.wikipedia.org/wiki/Benetton