Racial integration was the first theme focused on. The fashion photographer Oliviero Toscani began consistently employing models of different nationality in motley colour combinations to advertise brand items.
The famous slogan "tutti i colori del mondo" "all the colours of the world" that was to become the campaign headline of the nineties first appeared in The slogan was subsequently to evolve into the "United Colours of Benettton" brand.
They did it through a small home-based business, Luciano actually vending them on bicycles. Giuliana was obviously in charge of design and production, while Luciano took on marketing and sales.
He spent some time in England studying different techniques of dying wool. He also studied concept of making each piece in off-white wool and then dyeing it at the last minute to keep up with fashion trends. By , the Benettons were very successful with their business, choosing to cater to a shortlist of regular clients. They went ahead and opened their first shop in Belluno, and soon after opened a second store in Paris.
Brothers Gilberto and Carlo also joined the business, serving as accounts manager and head of production respectively, while Luciano continued to market the brand and Giuliana came up with new designs.
The public responded very positively to the Benetton garments. Still manufacturing knitwear, Benetton took strides ahead of its competitors. They did it by offering fresh new colors that were bolder than the more common neutrals of the time. The company continued to expand, opening more stores and creating up to 50 new colors per season. Their technique of dying their items at the last possible moment to stay ahead of fashion trends kept them one step ahead of their competitors.
Their name was becoming bigger as they targeted the youth market, keeping their prices reasonable and their quality impeccable.
In they sponsored the Trevisse rugby team. This unique photo prompted hundreds of articles all over the world. Benetton's communications strategy was developed, as a result of the company's desire to produce images of global concern for its global customers. The communication strategy targets issues rather than clothes as the leading player, with a portion of the advertising budget devoted to communicating themes relevant to young and old people worldwide.
The Image black woman nursing white baby was 9 This campaign marked the concept of unity and diversity. This ad campaign was also launched in September , again an attempt to breakthrough the barrier of indifference which often surround the issues. But the deeper message is in the color of the clothes they wear, and that it seems that the black Priest is in some way leading the Nun astray, again challenging racial equality issues but in an ironic fashion. The ad showed the terrifying sight of a body devastated by HIV virus.
The ad shows, a way to denounce the dangers of AIDS and a means of continuing the battle against this terrible disease after the death. September Three photographs: a backside, a lower abdomen and an arm, each marked with the letters HIV Positive are used as metaphors for the more extensive branding practiced throughout society towards those who are different.
The images clearly represent the main channels of the transmission of HIV virus. These photos forced people to think about an illness of which we were all aware, but many prefer not to acknowledge. September In this ad, over one thousand young peoples' portraits from all over the word computer-processed spell out the word AIDS.
The faces are smiling. But over each and every one of them hangs an unknown fate in the shape of the illness that has become a metaphor for the late twentieth century, an illness that has changed the fabric of our society.
Followed by these campaigns Benetton started distributing free colored condoms in their retail outlets. Also the ads came at the time when AIDS was the most burning and somewhat quite unawared topic of the world. AIDS was a new illness, and society was not as informed as nowadays. Infact people with AIDS were seen as social outcasts. The advertisement follows a very global, universal and homogenous theme of war, peace and suffering.
The blood-drenched uniform a soldier depicts the harsh reality of war. The strength of this ad is that it is a real image of uniform of Marinko Gagro, a soldier who died in the war of Bosnia. This image shows mirror to the world, by showing the suffering of a soldier. The strongest point of this ad is that it carries real information i.
Nothing in this ad is scripted or fake. Its reality and simplicity increases its effectiveness. The ad portrayed that everybody is the same inside, no matter what the outside skil color is. It was also one in a series of co-operative projects undertaken with major humanitarian organizations.
Ad: 1 Ad:2 Beautiful faces of children from all round the world, made an ideal frame for the principles of the Universal Declaration of Human Rights.
These are the real images which were taken in Afghanistan, Cambodia, Guinea and Sierra Leone, to show poverty and crisis. This ad campaigns shows how food becomes a catalyst for reconciliation and development, a tool capable of revolutionizing the lives of hungry individuals. These images tell the individual stories men, women and children- whose only chances of escaping violence, marginalization and poverty depend on them finding food. The idea behind using shocking images was an effort by Benetton to breakthrough the complacency that exists in our society.
By removing these images from their familiar contexts and putting them in a new context, make the more likely to be noticed, as the viewer becomes involved in process of answering the questions: What does this image mean? Why does this image appears with the Benetton logo? How do I feel about the subject of the image? What can I do? In present over-communicated world, people are bombarded with ads, ads in newspapers, magazines, radio, Television, Internet, bill-boards, hoarding ete, and the list in endless.
With this kind of an audience behavior and scenario, Benetton group very creatively employs 15 Using shocking images people are forced to think about the topic. Something shocking is required to make some people come out of their world.
The ads only have an image that grabs audience attention in just a glance and a logo. Company carries out a single campaigns that runs all over the world. The attempt is only to promote discussion about issues which people might ignore if presented to them through some other channel. Hence, it is an advertising that speaks across all cultural boundaries and raises social awareness by presenting powerful human and universal themes. These ads are unable to ignore at a single glance.
The message in the ads can be understood at a single glance. The impact of the ads is such that audience retains the message for a very long period of time. The ads do not create any drama; they are simple and very effective.
As soon as one sees these kinds of ads, the message that the ads have in them, directly goes into the minds of audience. By taking common social causes that are universally acclaimed and discussed, Benetton appeals to each and every strata of the world irrespective of any creed, color, caste and nationality.
By such kind of ads, Benetton helps in creating social awareness on global issues. When the emotional sides of the masses are targeted the message is conveyed faster as there are no logics applied here. Emotions are fast, catchy, and memorable. Emotional appeals lead to better attention getting, better processing of information, and better retention in memory. Because these appeals are often but not always nonverbal they are also quicker to communicate.
Emotions are permanent. The only aim and objective of Benetton ads is to spread the message of peace and awareness in a very clear and concise manner. In the course of the last years United Colors changed its concept and pursues the desire to reach a larger and younger target group. In line with this, Benetton is focusing on a new design concept for its stores: turning its stores into modern oases of tranquility and making shopping an experience.
Light installations and lounges for relaxation are to invite the younger public to store and linger. A refreshing alternative to fast fashion.
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