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Benetton Unhate FOA
Transcript of Benetton Unhate FOA
The UnHate Campaign was inspired by the notorious photographer, Oliviero Toscani.
This film tells of the precarious balance and complex interweaving between the drive to hate and the reasons to love.
The idea of their “United Colours” being suggested as ‘United People’
The Unhate Campaign
The three ways to approach a Benetton advert:
"Advertising is a smiling carrion"
The Code -
How Is Media Used To Persuade Us?
Further Oral Activity - Part 2: Language and mass communication (media)
By Holly rabson - y12
- Oliviero Toscani
Hook and Story:
Primary Informational Message:
There are many characters of both genders and of all ages.
We also see characters of different sexualities, religion and races.
appears once at the end.
United Colours of Benetton appears once at the end.
The products are not shown within the advert.
They want us to be aware of issues that effect the world in which we live in.
They want to promote LOVE and UNHATE.
They don't wish to promote hatred or create a bad influence on the world by showing protests and scenarios of troublesome issues within the world
What Does The Advert Not Show?
This advert does not show:
The labor involved
The resources used
“There are no shocking pictures,
only shocking reality.”
The suggestion that using this product puts the user ahead of the times.
“Weasel words" are used to suggest a positive meaning without actually really making any guarantee.
Diversion seems to tackle a problem or issue, but then throws in an emotional non-sequitor or distraction.
The suggestion that the product is a practical product of good value for ordinary people.
Avoid complexities, and attack many problems to one solutions.
Bandwagon is a form of propaganda that exploits the desire of most people to join the crowd or be on the winning side, and avoid winding up the losing side.
My Personal Opinion