Vizualna provokacija u oglašavanju: Oliviero Toscani i Benetton

undergraduate thesis

• Author: Klara Jović
• Mentor: Daria Mustić (mentor)
• Committee member: Tajana Koren Ivančević (član povjerenstva)
• Committee member: Daria Mustić (član povjerenstva)
• Committee member: Jurica Dolić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2020-7-14, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Rad primarno govori o 18-godišnjoj karijeri Oliviera Toscanija u Benettonu.

Fokus je na njegovim kontroverznim oglasnim kampanjama, odgovoru društva

na kampanje i najvažnije, utjecaju njegovih kampanji na Benettonov brend i

svijet oglašavanja. Za bolje shvaćanje odgovora društva na kampanje promatra

se utjecaj ljudskih kulturnih i moralnih vrijednosti. Rad uzima u obzir cjelokupnu

analizu da bi se mogao promotriti Toscanijev utjecaj na oglašavanje. Rezultati

rada pokazuju da je Toscani bio pionir nove grane oglašavanja nazvane

shockvertising zbog korištenja šokantnih fotografija kao glavno načelo.

Stvaranje šokantnog oglašavanja je bio najveći Toscanijev doprinos svijetu

oglašavanju. Što se tiče Toscanijevog utjecaja na Benetton, uspio je stvoriti

globalnu sliku brenda velikim brojem negativnih reakcija koje nisu utjecale na

prodaju, sve dok svojom zadnjom kampanjom nije prešao granicu i dosegnuo

limit šokantnog oglašavanja.

Abstract (english)

The paper primarily talks about Oliviero Toscani’s 18-year career in Benetton.

The focus is on his controversial advertising campaigns, society’s response to

campaigns and most importantly, the impact of his campaigns on Benetton’s

brand and the world of advertising. To better understand society’s response to

campaigns, the impact of human cultural and moral values is observed. The

paper takes into account the overall analysis in order to observe Toscani’s

impact on advertising. The results show that Toscani’s work in Benetton was

the pioneer of a new branch of advertising called shockvertising because of the

use of shocking photographs as the main principle. Creating shocking

advertising was Toscani’s greatest contribution to the world of advertising. As

for Toscani’s influence on Benetton, he managed to create a global picture with

a large number of negative reactions that did not affect sales, until his last

campaign crossed the line and reached the limit of shocking advertising

• Keywords: Oliviero Toscani; Benetton; oglašavanje; shockvertising; medijska kampanja
• Keywords (english): Oliviero Toscani; Benetton; advertising; shockvertising; media campaign
• Language: croatian
• URN:NBN: urn:nbn:hr:216:734929
• Study programme: Title: Printing technology, course Technical - technological; Course: Graphic technology; Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) inženjer/inženjerka grafičke tehnologije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) inženjer/inženjerka grafičke tehnologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-04-16 15:24:59