Advertising as one of powerful media has main role in contemporary society. Moreover, the advertisement would give any influences to people. Sometimes people unconsciously act what advertisement asked, they work hard, save the money, and buy things. In other words, they do exactly what the advertiser has been told about.
In some advertisement, the advertiser uses particular of method to persuade people to do what they want in short and long time. On the other side, sometimes advertising industry use radical methods only for conservative reasons. It doesn’t matter if they use some kind of distraction whether they try to lead people perception to other things that are crucial such as, politics, social, or economics. At the end of the days, still what they looking for is get the income as much as they can.
It is negotiable that Benetton advertisement has a similar purpose particularly in consumer society. Even though, Benetton presents a different concept in terms of creativity and ideas. Furthermore, many people salute with the new concept of advertising that was offered by Benetton. However, what people saluted was the old order.
references:
Olivero toscani retrieved from http://www.ciadvertising.org/studies/student/98_fall/theory/blouin/toscani/toscani.html .march 28 2005
http://www.echeat.com/essay.php?t=25115
http://press.benettongroup.com/
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