OL?V?ERO TOSCAN??N?N BENETTON REKLAMLARININ G烼SEL ANLATI YAPISI VISUAL NARRATIVE STRUCTURE OF BENETTON ADVERTISING OLIVIERO TOSCAN

Abstract

Author(s): Ha?im Arif BA?CIVAN

Oliviero Toscani, an Italian visual communication designer who designs to indicate that the purpose of the advertisement is not merely to promote the product, emphasizes that the point of view is more important than the designer's idea of moving public issues to advertising. Toscani, who carries the problems of society with advertisements from this new perspective brought to advertising concept, mentioned the social problems such as hunger, poverty, war, racism and AIDS which are related to humanity apart from the classical advertising concept. In this article, the visual narrative structure of Toscani's advertisements designed for Benetton Company will be examined. With his activist stance, Toscani reinterprets and reveals the advertisement in his social responsibility campaigns, which he said should be addressed as well as the problems that concern people in the society as well as how to dress, what to eat and what to use.

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