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For several years, many voices have risen to denounce the ill treatments on the animals. Many associations such as PETA encourages people not to carry furs more, to eat vegetarian… It should be known that many animals are used for clinical tests to develop shampoo, perfumes and make-up. In advertizing, every body say that all has bond with the sex, and it is the case. In the many most alleviating publicities even, even to promote the environment. Why use the sex? The pictures with sexual connotations are often funny, without being shocking, it is provocative because it disturb. The sex remains still taboo in our society, even if everyone speaks about it. Sexuality is not yet a common subject for conversation which one approaches with everyone. The sex is thus used to sell all and anything. Products such as the condoms use the sex. But also perfume, shower gel, car brand …
so sexy My fifth article will treat road safety. In the same kind publicities against the tobacco, publicities for the road safety is to protect the individuals from dangerous behaviors. Many people die on the roads in Europe, many measurements are taken to limit speed, to incite people not to take the wheel after having drunk and to rest regularly to avoid falling asleep at the wheel.
a clever mum The tobacco causes every year of many deaths: cardiovascular, cancers, accidents… Some statistics which make fear: · The tobacco remains the first avoidable cause of mortality in France. · 66.000 per annum dead are related to the tobacco in France and 5 million in the World. · Nearly 50% of the old people from 18 to 34 years smoke. · The tobacco is it principal factor of risk of cancer. · The tobacco is responsible of more than 33% of cancers at the man and 10% at the woman. · 90% of the lung cancers are caused by the tobacco. Ads selected to shock the people by showing the damage of the tobacco clearly. One does not see there pictures of lungs and people who die.
Various publicities with the TV do not shock by raw images but by their direction.
The goal of these ads is to shock and mark the spirits. The message is thus in the head of people longer.
This ad was diffused in many European countries; it is used as message of prevention. It makes it possible to be put in the head of the girls which suffers from this disease. On this video, one can see magicians of a new kind, how to make of an unspecified girl to a star full with sex appeal The girls to look at this video, a change express and you do believe pictures in magazines….
This time, I will deal with significant subject and very shocking: the anorexia. This disease is the anorexia and it touches 2% of the women. The anorexia is a symptom which corresponds to a repeated loss of the appetite. The causes are psychological; it can lead to malnutrition and result in the depression and death. On average, a teenager on hundred is anorexic.
This advertising was carried out by Olivero Toscani, famous photographer of Benetton, the purpose of this publicity is to shock and make of the prevention to the girls.
29
09
2008
 
Benetton ads : how to create a durable bond with the consumer?Posted by: stephaniemichon in Uncategorized
In 1992, the photographer Oliviero Toscani (born in 1942 in Milan in Italy) of the Eldorado agency begins his collaboration with the brand. He follows the slogan and bets on the contrast of the colours. This photographer of talent will create with the consumer a particular relation: to shock to mark. This method makes it possible to the consumers to remember the brand.
These various photographs exploit the contrast black/white, the relation predator/driven out, ambiguity a kiss, and on the equality of the men. A poster of 1990 shows a priest kissing a sister of the end of the lips, between the carnal kiss and the pure friendly kiss. In the same year, a other photo shows two people who surround a child. All the three are different colours but symbolize solidarity. In 1996, Oliviero Toscani creates a poster very shocking: 3 hearts are posed, each one is marked “White, Black, Yellow”. This photo watches equality of the men in their body.
These photographs marked the public one, have to create the polemic and it is what wanted the photographer and the brand.
Why this topic? I always liked to look at advertising on television. But I prefer the posters because I find that the message is easier pass. To try to understand the various meanings of ads is a kind of enigma which should be solve.
Shocking or blasting ads have the advantage of marking the spirits and the message is simple understand. It is necessary nevertheless to consider the hidden message. It is purpose of the blog: to include shocking publicities and to find why they run up against us. The polemic often seizes the renewal and one does not see any more the true message of publicity. The ad is distorted. Many topics will be to approach: I would start with the famous photographer of Benetton then I will approach the topics like the marks of luxury, sexuality, the anorexia, the tobacco, the religion and well of others still… All these topics are approached by publicity and voluntarily push manners of the consumers.
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My fourth article will deal with problem of public health. In all the countries, the public authorities encourage the citizens to protect and thus to stop to smoke.
The slogan of the Benetton mark is united colours of Benetton. 
