Analysis of Representations of Ethnic Differences in Advertising
Select either a travel brochure or a print advertisement which
features a person/people who are not Pakeha. Analyse the way in which
ethnic and/or cultural difference is represented in the advertisement
through its use of linguistic and visual signs.
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Advertising companies are often criticised for not turning to people
who are not of White European descent for their campaigns. Of course,
persons like Naomi Campbell or 'Uncle Ben' are now well known by the
audience, but they are the exception that confirms the rule.
One company decided to alleviate this shortage: Benetton. Conversely
to the hidden conventions, they, with the help of the Eldorado agency
and their photograph Oliviero Toscani, chose ethnicity as a core theme
of their advertising campaigns and then claimed their originality in
the way they were advertising and denouncing racism at the same time.
Analysing Benetton's ads is therefore particularly interesting, as
trying to find out what is different from the other ads where
different ethnic groups are represented, but also to know if their
goal is achieved.
The ads that are analysed are part of Benetton's first campaigns in
the mid eighties and the early nineties. Their analyse will lead to
see what myths the Italian firm is trying to convey. Eventually this
analyse should demonstrate if Benetton's ads are that much different
from their counterparts regarding non-militant firms.
Analysing Benetton's ads through time should allow us to see how the
firm evolved in its message, wh...
... middle of paper ...
... a crowd/world where race mix is a bottom
line.
Bibliography:
Readings:
- Jonathan Bignell, "Advertisements" in Media Semiotics: An
Introduction. Manchester: Manchester University Press, 1997.
- Michael O'Shaughnessy, "Reading Images" in Media and Society: An
Introduction. Melbourne: Oxford University Press, 1999.
- William O'Barr, "Representations of Others: Contemporary Print
Advertisements", in Culture and the Ad: Explring Otherness in the
World of Advertising. Boulder: Wetview Pres, 1994.
Websites:
- www.benetton.com
- www.ucad.fr/pub/virt/mp/benetton/pub_benetton.html
- www.comanalysis.ch/ComAnalysis/Publication29.htm
- www.ivy2001.org/infobase/press/01_09_25DEU_benetton_fr_un.htm
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[1] Toscani, 1994
This essay is a perfect example of the importance of a thorough introduction to provide the reader with a concise synopsis of what the paper intends to covers. Had Gladwell excelled in both areas he neglected, this would be an extremely interesting, thought-provoking look into the world of advertising. Works Cited Gladwell, M. (1997). The New Yorker. Listening to Khakis.
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