The Document

Essentially, photographs are documents, they are records. Even in our digital times in which we know less and less what to take for certain, our belief in the power of photographs to serve as evidence has not faltered. When, for instance, the death of Saddam Hussein's sons needed to be proven, it was done with photographs.

Photography is still about the eye behind the lens. It is about being a filter, and it is about recording. It is about leaving one's home and seeing what is out there, it is about taking a look at the world that surrounds us. It is about reminding us of how things once have looked.

This concept does apply to advertising In many lights , in my opinion a good example of this in 20^th century advertising is the “Benetton” adverts.  The advertising strategy of a brand that has aimed, for over 20 years, to create “value” by capitalizing on an image.

A trademark that became the driving force behind the “United Colors” message, which formed the basis of the advertising visuals designed to create a growing network of “United People.” These images showed youth of both sexes and every skin tone who exuded integration, energy and joie de vivre. They suggested a somewhat abstract universe ruled by the easy straightforwardness of relationships and feelings.

The photo of the newborn baby girl, Giusy, was intended as an anthem to life, but was one of the most censured visuals in the history of Benetton ads. In the realm of advertising, traditionally occupied by pretense, the eruption of real life caused a scandal.

In conclusion “Benetton” found a way of combining culture and industry, through experimentation with new languages: in design, in graphics, on the web, in videos and the cinema, in music, in publishing and in photography. In this way, they pursue their strategy of creating value and they contribute towards the uniqueness of the brand that has never stopped believing in research and experimentation.

Resources

http://press.benettongroup.com/ben_en/about/campaigns/history/?t=print