Jović, Klara (2020) Vizualna provokacija u oglašavanju: Oliviero Toscani i Benetton. Baccalaureus work - Undergraduate programme. Grafički fakultet. [Mentor: Mustić, Daria].
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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.
| Item Type: | Baccalaureus work - Undergraduate programme |
|---|---|
| Mentor name: | Mustić, Daria |
| Thesis Committee: | Koren Ivančević, Tajana and Mustić, Daria and Dolić, Jurica |
| Defence date: | 14 July 2020 |
| Abstract in 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 |
| Uncontrolled Keywords: | Oliviero Toscani, Benetton, oglašavanje, shockvertising, medijska kampanja |
| Keywords in english: | Oliviero Toscani, Benetton, advertising, shockvertising, media campaign |
| Subjects: | TECHNICAL SCIENCES > Graphic Technology |
| Institution: | Grafički fakultet |
| City: | Zagreb |
| Number of Pages: | 57 |
| Callnumber: | MUS 2020 JOV |
| Inventory number: | Z1013 |
| Depositing User: | Nina Jelača |
| Status: | Unpublished |
| Date Deposited: | 19 Oct 2020 08:08 |
| Last Modified: | 19 Oct 2020 08:08 |
| URI: | http://eprints.grf.unizg.hr/id/eprint/3183 |
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