How are race and identity constructed and perceived in Benetton advertisements?
- In this essay I am going to address how race and identity are communicated in the media, using Benetton advertisements in particular as a case study
- I will address particular advertisements made by Benetton and talk about how the viewer receives the image and what Benetton meant to achieve by displaying ethic diversity in their ads.
- I am going to address how using race as a focal point in their advertisements arises the issues of commodity culture, using race to sell mundane products.
- I am going to discuss different opinions on the add, whether they should be seen in a positive or negative light.
- I will briefly touch on race and ethnicity in the media in a broader sense and how it reflects on Benetton.
- I am going to research into various different theorists that discuss race and ethnicity used in the media and compare their views to come to a conclusion.
Sturken, M. and Cartwright, L. (2001) Practices of Looking, New York, Oxford University press
Osborne, P. and Sandford, S. (eds) (2002) Philosophies of Race and Ethnicity,London, Continuum
Donald, J. and Rattansi, A. (eds) (2005) ‘Race’, Culture & Difference, London, Sage publications
Salvemini, L. (2002) United Colours, The Benetton Campaigns, London, Scriptum Editions
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