Dissertation proposal Name: Jasmine Barnes Contact Number:07715329239 Course Details: Graphic Design Student Email: [email protected] Working Title: “The powerful role of Benetton’s shock advertising” Aims and objectives/outcomes: -To investigate traditional/stereotypical advertising methods VS this revolutionized traditional method of shocking imagery -Research into Benetton’s photographer Oliviero Toscani -Determine the role of current advertising – aiming to the audience not just selling an idea -Look at the hidden messages behind each campaign -Have Benetton’s campaigns had a positive or negative impact on the audience. -Has the shock advertising been more memorable, was this the only way to be noticed? -Reasons for offensiveness in shocking campaigns.
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Dissertation proposal
Name: Jasmine Barnes Contact Number: 07715329239
Course Details: Graphic Design
Student Email: [email protected]
Working Title:
“The powerful role of Benetton’s shock advertising”
Aims and objectives/outcomes:
-To investigate traditional/stereotypical advertising methods VS this revolutionized traditional method of shocking imagery
-Research into Benetton’s photographer Oliviero Toscani
-Determine the role of current advertising – aiming to the audience not just selling an idea
-Look at the hidden messages behind each campaign
-Have Benetton’s campaigns had a positive or negative impact on the audience.
-Has the shock advertising been more memorable, was this the only way to be noticed?
-Reasons for offensiveness in shocking campaigns.
Possible Content:
-Benetton Group- United Colours Of Benetton (1980’s)
-How Benetton’s campaigns don’t relate to the product (fashion) but more at controversial subjects
-Shock Advertising (Shockvertising) –Effectiveness, Reasons
-Marketing Benefits – increase in Benetton’s fashion sales?
-Advertising in Graphic Design -Sex appeal, Humor, Selling, Persuading, Raise awareness
-Advertising in Fashion – have other fashion brands copied the idea of shock advertising.
-Non-profit Advertising – Charity, Public, Political
-Importance of Advertising/ Advertising Types –Billboard/Print
-Methods of advertising – Image/Product/Public Service/Shock
-Controversial VS stereotypical advertising
-Look into the imagery of the different campaigns; HIV, AIDS, ASA, UNICEF abortion, drinking, animal brutality, meat consumption, racism, climate change and social inequality.
-Philosophy of Benetton
-History of negative shock advertising
-Time periods of advertising trends
-Objections towards traditional advertising
-Effectiveness of shock advertising – what are the different messages which are sent through the advertisements.
-How Benetton used shock – to shock or to use shocking as a tool?
-Is this the most powerful method of advertising?
-Social uselessness
-Benetton Advertising Campaigns –
An angel and a devil
A white infant nursed by a black woman
H.I.V POSITIVE
Unhate (Obama)
A monument of a known soldier – Markino Gagro
White Black Yellow – hearts
-Taboo subjects; Culture, Race Religion
Statements;
”There are no shocking pictures, only shocking reality”
“Advertising is a smiling carrion”
Suggested Methodologies:
-Literature
-Psychology
-Marketing
Possible Conclusions
”There are no shocking pictures, only shocking reality” - A statement which is very difficult not to agree with.
The use of strong images affects people and convinces part of the consumer that the company Benetton aims at commitment as apposed to being young and beautiful and in trend.
Many advertising campaigns aims to sell dreams using edited, colourful pictures, when in fact Benetton’s reminds the consumer or the cruel reality that we live.
Does the public want normal normality in advertising, perfection, or would they accept this different world, which covers taboo subjects such as racism and subjects that matters. –is it hard for people to face the harsh reality where not everybody is happy and beautiful.
Photographer Oliviero Toscani with Benetton was not afraid to bring images, which combated indifference from the different cultures, and together they succeeded with this method of advertising also known as ‘shockvertising’.
The use of shock used in the campaigns also brought education to the consumer, they took notes of problems which are around still, all of which didn’t want to be seen by many people before this.
Intended Sources of Information
Example of websites;
http://www.benetton.com/uk/
http://www.benettongroup.com/the-group
http://edition.cnn.com/2010/WORLD/europe/08/13/oliviero.toscani/index.html
http://www.toptenz.net/top-10-controversial-print-ads.php
http://theinspirationroom.com/daily/2007/benetton-pieta-in-aids-campaign/
Books
‘Does it pay to shock’
Fear, Pattern, Analysis
Possible Problems
-Consumers/Audience, which have found these campaigns extremely disturbing -Problems with the media/ Fashion industry because of this use of advertising -Have Benetton lost customers since using this method of campaigns in 1980
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