Academic Scientific JournalsSocial communication by Oliviero Toscani – the phenomenon of commercial advertisement created for United Colors of Benetton in 1989–1994
Keywords:
Oliviero Toscani, United Colors of Benetton, social communication, commercial advertisement, social advertisementAbstract
Oliviero Toscani is a photographer recognized all over the world thanks to his cooperation with United Colours of Benetton (UCoB), where he worked as an art director. The commercials that have been created by the photographer, where found to be very controversial, although they helped UCoB to became a very strong brand. In the article, the concept of the advertisement as a platform of social communication was presented. It was created by Oliviero Toscani with Luciano Benetton’s support and it will be presented in commercial advertising created from 1989 until 1994.
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References
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