THE AVANTGARDE OF ADVERTISING
Table 7  
Benetton advertising campaigns
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.


GUESTS
Ted Lenssen
Vanessa Beecroft
Micha Klein
Kkep
Jo Akim Jonasson


ID
Advertising Agency
Artist
Artist
Advertising, Artists
Diesel


SOURCES
Oliviero Toscani

discussion
DEBATES
Relational Art vs R-tech      DOOM & Quake
Pornography & Techno-lust      Brains & Computers
Wargasm in Magazines      Bits & samples
Avantgarde of Advertising      Cinema & Artistic Programming
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