This report was done by Baptiste Bachellerie, Julie Prioux, Maëlle Leclerc and Florence Bizet and should be submitted the Monday 3rd December. This team has been inspirited by the heated debate which has followed the Toscani’s campaign of anorexia.
Do you remember all the ads you see today ?
One ? You may… Two ? Perhaps … ALL ? Certainly not !
The fact is clear : our brains are totally saturated by ads !
That is why few marketing directors helped by artists (photographs, creative directors, ...), have been creating new kind of ads for now about 20 years.
You must have been shock by one of the following controversial ads at least : the Benetton campaigns, some underwear ads, the AIDS campaign, etc ...
Now let's make a little exercice …
Let's searchthe word "ethics" on Google, the firsts results are :
• Wikipedia (links to Aristotle, Spinoza, Scientology, and among other business ethics)
• Aselection of articles from the Chicago Journal
• A shop from the sustainability business
Same exercice with "advertising", the firsts results are :
• Advertising.com, pay per click, etc … (on-line ads system)
• Business week = analyse the ads
• A video sharing website where you can watch ads, comments them, …
Combine those two words and you will engage the debate !
Oliviero Toscani and his numerous picture for benetton will probably be mentioned. This advertising guru is known for braking all the rules and almost got away with it.
This photographer who have always behaved like an unrespectfull adolescent of advertising work with Benetton from 1982 to 2000.
One of his most famous campaigns consisted in a photo (by Therese Frare) of a man dying of AIDS, lying in a hospital bed, and surrounded by his grieving relatives. That picture was controversial in the way it looks like a pieta painting.
Furthermore he is also the artist who launchs the polemic with a new ads for a cloth... [continues]
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(2009, 04). Ethics & Ads. StudyMode.com. Retrieved 04, 2009, from http://www.studymode.com/essays/Ethics-Ads-201080.html
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