social and environmental graphic design

Monday, June 16, 2008

ALEC - Toscani and his visual army

Oliviero Toscani and Benetton

“We decided to do something controversial that people would pick up on.”

In 1984 United Colours of Benetton contracted Oliviero Toscani to head their international advertising campaign. It was to be one of the most infamous and controversial partnerships within advertising. Benetton was always an ethically forward company but nothing could prepare the public for the onslaught of confronting imagery and humanitarian ideals. Through his billboards and magazine advertisements, Toscani explored the relationships between black and white roles in society,

gay stereotypes,

religious taboos

as well as the fragility of the environment.

Reactions to these images were mixed; many people did not know how to react even thought these were real life people in real life situations. I find it hard to fathom how we can view ads containing models in unrealistic situations with unrealistically good looking bodies photographed at unrealistic angles as the norm where as a simple front on shot of a baby post-birth can seem so out there and cause so much public outcry when it is pretty much the most natural experience on earth.

His images captured life not an emulation of it.

I don’t think Toscani initiative was to create a safe/warm fuzzy reaction within people, just a reaction. He wanted people to stop and take notice. Some argue that it was out of context for a clothing company to portray these confronting images but it is when something is taken out of its original context that people take the most notice. The public had soon had enough and in the interest of company longevity Toscani resigned. My sentiment goes out to Toscani who had the courage and talent to make the world take notice.

Links

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

http://socialandenvironmentalgraphicdesi.blogspot.com/

Jamie: Colors of Benetton

Oliviero Toscani and the United Colors of Benetton:

Oliviero, Italian born photographer, worked with Benetton for the good part of 18 years, to help portray the messages behind the brand. Benett

on is a well established brand that began in the late 1960’s. Oliviero helped with the advertisement of the brand with its rather controversial images. The images portrayed by both Benetton and Oliviero have delved into hot topics about race, disease and human rights.

One of the more controversial of their images was the photograph of the scene of the AIDS patient David Kirby last moments, surrounded by his family members. This photo was actually taken by Therese Frare, though he was working with Oliviero on the Benetton AIDS campaign. This image raised a lot of tension with many groups, this included the catholic society, claiming that the image related too heavily to the image of Jesus, also the advertisement raised tension with the AIDS activists, saying that it portrayed AIDS victims in a negative way.

As like many more adds by the pair, Benetton and Toscani, their themes seem shocking though needed as they are eye opening to certain problems by bringing them into the light. Benetton has helped pave the way in opening its audiences eyes to the shocking themes at hand that the modern day society seem to sweep under the mat. Their adds are fantastic at capturing the emotion, as well as the added hint of a shock value; Benetton and Oliviero have helped raise awareness to many intense issues through

their images, and continue to do so today.

Bibliography:

http://www.print.duncans.tv/2007/benetton-pieta-in-aids-campaign/

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

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

http://www.olivierotoscanistudio.com/

http://www.benettongroup.com/

Benetton and Controversy - Tane

For over 20 years, one company has continually cashed in on the marketing miracle that is controversy.
Benetton has succeeded in freeing the product from its merchandising reality and given it a whole new social being of its own.
Benetton reaches its consumers not by target markets but by shared visions of morals stemming from common social values.
In this way, Benetton’s advertising campaigns have been so blunt and forthcoming in taboo issues that they have sparked outrage and interest across nations.

Since its origin as a fashion label for the young, Benetton has quickly come to realize that putting resources into brand image is a good strategic investment.
The “united” colors of its sweaters soon became a metaphor for the united skin colours of the youth from many different countries for whom the sweaters were designed. The United Colors concept spread from encompassing the different races to the ideas of tolerance, peace and respect for diversity.

The reaction to some of the more shocking images was sometimes violent. Many publications refused to print the ads. By violating the taboo of disagreeable themes and abandoning the false, comfortable world of advertising stereotypes, Benetton cracked the foundation that held up culture, language and advertising expectations.
Some groups were tolerating and encouraging of Benetton’s move to raise awareness about AIDS, war, racism etc. but they found it wholly unacceptable that the move was also a source of income for a corporation. The profits were seen as turning protest into skepticism, public message into cynicism. Lah de dah.

I believe Benetton has found the best niche in the business and exploited it shamelessly. From a business point of view, this is advertising nirvana because controversial images are cycled around tabloids and news programs are unwittingly promoting and mentioning the Benetton name.
However, I also feel a degree of skepticism owing to the fact that it’s a FREAKIN’ CLOTHING COMPANY, and if they really wanted to do something about world hunger, donate and go not-for-profit! Otherwise, we’re all perfectly aware that you’re making dosh off the worst form of brand image scamming known to man, Benetton. You know it, we know it, but hey, good on you for shaking foundations and making some conservative minds break under the pressure. At the end of the day, you are raising issues, making good money and freaking someone out!
LINKS….
production.investis.com/ben_en/about/campaigns/list/
www.benettongroup.com/en/whoweare/history.htm
www.newterritoryfuerteventura.com/deborah/benetton.htm
www.historyofbranding.com/benetton.html
www.ciadvertising.org/studies/student/ 98_fall/theory/blouin/toscani/toscani.html

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

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:

http://www.chinadaily.com.cn/english/doc/2005-02/25/content_419566.htm

http://www.smh.com.au/news/fashion/fashion-industry-first/2008/04/09/1207420490710.html

http://sndaniele.wordpress.com/2007/10/14/gallery-del-famoso-fotografo-oliviero-toscani-per-benetton/

http://www.ciadvertising.org/studies/student/98_fall/theory/blouin/toscani/toscani.html

http://www.verinhaottoni.com/diary/cultural/photography/002a.html

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/