Undoubtedly Benetton used a strong advertising campaign. Its controversy photographs shock many viewers and caused many speculations. As Toscani said, “Advertising can be used to say something that is real about things that exist’. Benetton not only used those shocking advertisements to promote its clothing, but also to raise awareness about some issues that for some reason or the other were not talked about as much as they should have. Moreover, I believe that Benetton’s advertising was unique, and although many viewers were shocked the thanks to its type of advertising Benetton sold many clothing articles. People were attracted by this type of advertising, it was different, something they were not used to see. Think about celebrity news, when scandals about a celebrity come out, all of a sudden the celebrity is talked about for a decently long period of time. Same thing with clothing, the more the advertisements were shocking, the more it was talked about, and the more people noticed the brand.
“The purpose of an advertisement is to attract attention, arouse interest, stimulate desire, create an opinion, and move the viewer to a specific action (to buy the product)” Lester, (75). The photographer gains and maintains credibility by focusing on the main meaning the picture is meant to have, on what he wants the viewer to focus on. The photographer want to move the viewer, and does that by showing the viewer an image that has a specific meaning and that cannot be misunderstood or taken for something else. On the other hand there is subliminal advertising. “Subliminal or hidden advertising id the practice of showing images so quickly on a screen that the conscious mind doesn’t notice them , yet the unconscious mind is hoped does” Lester, (77). Subliminal messages can be found in many ads, but especially in liquor companies. Yet again if the some viewers did not notice they will hear the propaganda about determined ads. In our days photos are constantly manipulated. Thanks to Photoshop and other enchanting editing programs, a photo can be modified for a final result that will display perfection. I believe the ways to create a photograph which is persuasive is to make it perfect. Everyone notices perfection. for example, a woman might believe that if she uses that product, she will look like the model that is promoting the product.
If I wanted to change opinion or promote a cause using photographs I would make sure the public would notice the photograph, I would make it stand out and that would appeal to the emotions of the viewer. For example, if I wanted to tell them that drunk driving is bad, I would show a picture of a car swerving off the road filled with kids. Also, applying short, constructive sentences in coordination with an emotionally appealing picture will tie together an idea and an emotion
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