This is an ad of Benetton. I have choosen this kind of advert because of its originality. In fact, we can see, through this picture, that Benetton focuses more its ads on chocking image than on the brand itself. There is any key word to describe the project on the ad because benetton thinks that it is more important to transmit this kind of message.

On this picture, we can see three young girls who have about 20 years old. We see only the face of the three girls in the foreground. They look the lens and with this, us and our world. I think that the important point of this picture is the different colour of skin of the women: blak, white and yellow. Anyway, the three colour of skin reflets well the name of the brand: “united colors of Benetton”. 

Benetton set really out to do react people, showing all the origins. We can add that this difference of colour contrasts with the same color of the tongue.

Moreover, these three girls stick out the tongue with a mischievous look, as if they laugh of us. In fact, with this attitud, they glance a mocking look at the world. They seem almost to make fun of us and of what we think.

We can see also that they are nacked, which can be traduce by the fact that they have nothing to hide, they are natural and they feel good about themselves. 

 All in all, Benetton wants to put shocking image in its ads in order to point their creation out. Then, the memorisation of the brand is more easy . The brand can benefit from a modern and chocking image. Thanks to this, they can increase their fame. However, this strategy remains a risky strategy because the provocation is a way very difficult to handle.

Diesel :strategy of communication in the

Benetton style       

         Without the shadow of a doubt, the Italian brand does not stop increasing and surpasses the best brand of jeans. Its stategy of communication is to chock in order to limit the media campaign.

In fact, the ads of Diesel consists in making fun of the ads. For exemple, it is recommended to smoke a lot, to become a God of sex…

Anyway, Diesel received a prize in Cannes. So, the brand does not want to change its politics of communication because of its success. The new publicity campaign shows a luxuriant Africa helping an impoverished West.

However, Diesel has to be carreful not to make as the Benetton’s syndrome.

Coca-Cola : an international brand

            Coca-Cola asserted itself as an international brand. The company was one of the most precursor in the domain of advertising.

According to some experts, the press campain of Coca-Cola had an impact on the american society. In fact, Coca-cola created the new image of  Father Christmas and launched the pin-ups trend. In France, Coca-Cola took commitments concerning the obesity(Coca-Cola light, ban on ad for those under 12, …).

I decided to make my blog about the ads of different brands because I am interessing  in clothes. In fact, I would like to work for a famous brand of clothes if I can. Moreover, to analyse how brands make their pub and what is the message that they want to pass on is really interesting.

         1991:Oliviero Toscani’coming

After many year of “simply” advertising, Benetton decided in 1990 to change the deal. The brand prefers to hilight huge messages through its ads thanks to the famous Oliviero Toscani who makes the promotion of the ethnical variety by a series of childish but heavy photos of sense: the agreement is possible beyond the difference.  . For exemple, it raises several subjects as the immigration, the races, the ecology, the AIDS, the religion, the sport, the journeys, the war, the health… 

Consequently, the brand decides to relegate its products in the background of its advertisements.