| THE AVANTGARDE OF ADVERTISING | |||
| Table 7 | |||
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The universe advertising presents our desires with, according to Oliviero Toscani, the man behind the Benetton ads, suggests that male power and female charm are exuded by what we purchase. But advertising is tired of its own enticement, which is ultimately nothing but "a foolish, bliss-like, unrealistic and deceitful conceptual world." That is why, or so Toscani holds, Benetton has introduced shocking advertisements that have an effect, convey a message, serve a purpose in society. Advertising would seem to be in the vanguard in creating our visual culture, as is clear from the Benetton ads, which also evoke an artistic discussion, and from the images created by Diesel, another clothing brand. Is this true artistic innovation, or merely the umpteenth spasm of what Toscani calls "the corpse giving us the eye" - advertising. |
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GUESTS Ted Lenssen Vanessa Beecroft Micha Klein Kkep Jo Akim Jonasson |
ID Advertising Agency Artist Artist Advertising, Artists Diesel |
SOURCES Oliviero Toscani |
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 discussion |
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