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Benetton Unhate FOA

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by

Ruby Rabson

on 17 December 2014

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Transcript of Benetton Unhate FOA

Their Creativity
The UnHate Campaign was inspired by the notorious photographer, Oliviero Toscani.
Their Controversy
http://www.boycottbenetton.com/
http://www.nytimes.com/1993/11/23/news/patterns-214493.html
https://www.facebook.com/boycottbenetton

Analysis
This film tells of the precarious balance and complex interweaving between the drive to hate and the reasons to love.
Their Cause
The idea of their “United Colours” being suggested as ‘United People’
Benetton

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The Unhate Campaign

The three ways to approach a Benetton advert:
Their Cause
Their Creativity
Their Controversy
The Message
Composition
Summary
Advertising Techniques
Advertising
Standards
"Advertising is a smiling carrion"
The Code -
Legal
Decent
Honest
Truthful
How Is Media Used To Persuade Us?
Style
Erasing Stereotypes
The Real
World
Real People
Montage
Camera Angles
Background Music
Atmosphere
Colours
The Cycle
Further Oral Activity - Part 2: Language and mass communication (media)
By Holly rabson - y12
- Oliviero Toscani
Background:
Where?
When?
Length?
Selling?
Target Audience:
For who?
Age/Sex?
Social Class?
Hook and Story:
Attention?
Stories?
Problems?
Primary Informational Message:
Characters:
There are many characters of both genders and of all ages.
We also see characters of different sexualities, religion and races.
Setting:
Day
Night
House
Outside
Copy
:
UN
HATE
appears once at the end.
United Colours of Benetton appears once at the end.
The products are not shown within the advert.
Intended Effects:
They want us to be aware of issues that effect the world in which we live in.
They want to promote LOVE and UNHATE.
Unintended Effects:
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 product
The labor involved
The resources used
Exposition
Climax
Resolution
“There are no shocking pictures,
only shocking reality.”

AVANTE GARDE
The suggestion that using this product puts the user ahead of the times.
WEASEL WORDS
“Weasel words" are used to suggest a positive meaning without actually really making any guarantee.
DIVERSION
Diversion seems to tackle a problem or issue, but then throws in an emotional non-sequitor or distraction.
PLAIN FOLKS
The suggestion that the product is a practical product of good value for ordinary people.
SIMPLE SOLUTIONS
Avoid complexities, and attack many problems to one solutions.
BANDWAGON
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
Full transcript