United Colors of Benetton(UBC) is a leading European fashion chain, that has been labeled as one of the most globally responsible brands and is known for its outrageous ads. They launched the Unhate Foundation in 2011 as part of their new corporate social responsibility strategy, with their objective being “to contribute to fighting the culture of hatred". They have a strong business ethics and place emphasis on its corporate social responsibilities(CSR); it has successfully created a powerful brand that is not just clothing but carries a statement. Benetton's marketing strategy is concentrated in capitalizing on social issues and degree of CSR participation applied in their competitive and regulated markets.
The elements and principles of design are used to intensify the visual effect of the kiss: the political leader’s heads occupy is placed in the center, so majority of the audience’s focus is on what’s happening in the picture. Using the rule of thirds, we can see that there is a clear symmetry revolving around the lips, creates a sense of equilibrium to the pictures. The use of vivid colors with a strong contrast and exposition on a blurred background, which makes the leaders the focal point of the ad. The photos are made-up to show movement; and the characters, with their eyes closed, their lips tightly stuck and their heads slightly bent, truly seem in the middle of a passionate kiss.
We can use semiotics to further analyze this ad. In each photo, we can identify two main signifiers, the leaders, who signify power, as they are the representatives of their respective country and religion; but they have been put next to their opposition or enemy. For example, the Pope and the Imam, the leaders of South Korea and North Korea. Thus, putting these conflicting people together evokes the paradigm of cultural, political, or national barriers.And those paradigms themselves appeal to some narratives, defined as pre-conceived stories or familiar sequences of events rooted in the our minds about these leaders and their stance on their opposition.For example, the strained relationship between Venezuela and the United States and the clash of Christianity and Islam. We are presented with the story of the opposition with the “other”, which leads to intolerance, hatred, and sometimes war. The purpose, and strength, of this ad is that it shatters those paradigms by reversing their message by uniting the opposing leaders into a kiss: sign of love, intimacy, trust, and in this context, peace. The message is straightforward, and evokes another well-known narrative: “Make love, not war”, the anti-war slogan from the 1960's.
This ad is undoubtedly and effortlessly very powerful. It uses provocative images to capture our attention, but is still effective and clear in carrying a message of tolerance. Obviously, the ad caused considerable controversy with the Vatican demanding Benetton pull the ad as Catholics were offended by such a use of the pope’s image. On the other hand, Benetton received no other complaints- as indeed, it is hard to fault such a message of peace.
However, there is something one might ask here: What exactly is the point of this ad? To carry a message of tolerance? Or to sell clothes? Sure, Benetton’s gets the public attention. And adds to adage “all publicity is good publicity”. As Journalist Christina Passariello and Jennifer Clark ask, “if you shock them, will they buy?”. Which leads to the important question: will you judge this ad by its effectiveness on shoppers, or by the power of its message?
We can use semiotics to further analyze this ad. In each photo, we can identify two main signifiers, the leaders, who signify power, as they are the representatives of their respective country and religion; but they have been put next to their opposition or enemy. For example, the Pope and the Imam, the leaders of South Korea and North Korea. Thus, putting these conflicting people together evokes the paradigm of cultural, political, or national barriers.And those paradigms themselves appeal to some narratives, defined as pre-conceived stories or familiar sequences of events rooted in the our minds about these leaders and their stance on their opposition.For example, the strained relationship between Venezuela and the United States and the clash of Christianity and Islam. We are presented with the story of the opposition with the “other”, which leads to intolerance, hatred, and sometimes war. The purpose, and strength, of this ad is that it shatters those paradigms by reversing their message by uniting the opposing leaders into a kiss: sign of love, intimacy, trust, and in this context, peace. The message is straightforward, and evokes another well-known narrative: “Make love, not war”, the anti-war slogan from the 1960's.This ad is undoubtedly and effortlessly very powerful. It uses provocative images to capture our attention, but is still effective and clear in carrying a message of tolerance. Obviously, the ad caused considerable controversy with the Vatican demanding Benetton pull the ad as Catholics were offended by such a use of the pope’s image. On the other hand, Benetton received no other complaints- as indeed, it is hard to fault such a message of peace.
However, there is something one might ask here: What exactly is the point of this ad? To carry a message of tolerance? Or to sell clothes? Sure, Benetton’s gets the public attention. And adds to adage “all publicity is good publicity”. As Journalist Christina Passariello and Jennifer Clark ask, “if you shock them, will they buy?”. Which leads to the important question: will you judge this ad by its effectiveness on shoppers, or by the power of its message?
No comments:
Post a Comment