9. VICTIMS THE BLOOD-STAINED T-SHIRT AND TROUSERS BELONGING TO THE SOLDIER MARINKO GAGRO, WHO WAS KILLED DURING THE WAR IN THE FORMER YUGOSLAVIA, BECOME A SYMBOL OF PEACE
10.
11. M,,MFMD,SM, A SOLDIER GRIPPING A HUMAN THIGH BONE Represents a terrible vision that arouses anxious questions about colonialism, racism and cultural poverty
12. TO OPPOSTION AGAINST THE IRRUPTION OF “DEATH” AS AN ADVERTISING SUBJECT, BENETTON ANSWERED WITH BIRTH, THE FAMOUS IMAGE OF A NEWBORN BABY STILL ATTACHED TO THE UMBILICAL CORD
13. Toscani did no more than make visable this invisablestamp of discrimination, marginalisation and alienation
14. TOSCANI TURNS ITS ADVERTISING MACHINE AGAINST CAPITAL PUNISHMENT. THE CAMPAIGN FEATURE IMAGES OF PRISONERS FROM DEATH ROWS IN THE USA
17. THE PALESTINIAN AND THE ISRAELI AN AMERICAN BOY KISSING A RUSSIAN BOY POLITICAL AND RELIGIOUS CONFLICT
18. A BLACK WOMAN BREASTFEEDING A WHITE BABY – WHICH REPRESENTS THE MOST – AWARDED IMAGE IN BENETTON’S ADVERTISING HISTORY
19. IN THE SPRING OF 1996, BILLBOARDS ALL OVER THE WORLD WERE INVADED BY AN IMAGE OF THREE HEARTS OVERPRINTED WITH THE WORDS “ WHITE, BLACK, YELLOW” – THE NEW ANTI-RACIST MESSAGE LAUNCHED BY UNITED COLORS OF BENETTON IN CONJUNCTION WITH SOS RACISME
20. PORTAYED MORAL CONFLICT THE STEREOTYPES OF GOOD AND EVIL, SYMBOLIZED BY AN ANGEL AND THE DEVIL DEPICED RELIGIOUS CONFLICT A PRIEST KISSING A NUN THE AFFIRMATION OF PURE HUMAN SENTIMENT
21. REFLECTION ON A PRINCIPLE WE OFTEN FORGET; WHAT IS NATURAL IS NEVER VULGAR NATURAL ACT
22. “ To capture consumer’s attention, advertising must become an artistic product in itself, like a play or a film. That has never happened because the only things that condition the industry are money and marketing managers, who are idiots. All they know to do is repeat what’s already been done.” Oliver Toscani’s Advertising Philosophy
23. WORLDWIDE interactive multimedia communication campaign- the first global online casting session- which will choose faces from around the world
24. U UNITED COLORS OF BENETTON ROZA SZYGENDA RASHA CHASIB TAMIR ANTHONY BUTCHER MAGDA KOCHAOWICZ
26. Bibliography Bibliography Feyerick, D (2000), CNN archives, Victims' rights advocates denounce Benetton 'death row' ads Benetton on death row, http://archives.cnn.com/2000/ STYLE/fashion/01/18/benetton.ads., accessed 15/Feb/10 Mantle, J. (1999), Benetton: The Family, the Business and the Brand, London, Little, Brown and Company. Maguire M. (2003) United colors of Benetton: A company of colours and controversies, Germany, Grin Verlog Salvemini, L.P. (2000), United Colors: The Benetton Campaigns, London, Scriptum Editions Vignali, C. (1998) Branding and marketing Mix Examinated in a Benetton Franchise J. Text. Inst., Part 2 Benetton Group, Investors http://www.investors.benettongroup.com, accessed 21/ Feb/10 Benetton Group social communication research centre Press Kits – Fabricahttp://press.benettongroup.com, accessed 16/Feb/10 Benetton’s advertising acquitted in Germany (2001) http://www.managingip.com/Article.aspx?ArticleID=1256567 , accessed 12/Feb/10 Brand Republic “ Brand Health Check “http://www.brandrepublic.com/News/466467/Brand-Health-Check-Benetton/, http://www.youtube.com/watch?v=fb-oBsji-Gc http://www.youtube.com/watch?v=TiZMcVGCh_E2005
