It’s an advertising maxim that sex sells. So what do AIDS patients, war victims, Downs Syndrome kids, and mangled animals have to do with advertising sweaters?
Benetton, the Italian clothing company, has shocked the world repeatedly since 1984 with its in-your-face photographs: a large splash of blood represents the war in Kosovo; a white child suckling on a black breast tackles racism; and a priest and nun kissing take on religious institutions.
For it’s newest ad campaign, Benetton has produced a glossy Talk Magazine insert full of photographs of death-row inmates. The company has been censured and censored all over the world for its taste in promoting itself off the pain of sick, poor, and wounded people.
But Benetton claims it’s showing us reality, unlike the many ads that flatter consumers with lies. Benetton’s art of seduction, in this hour of The Connection.
(Hosted by Christopher Lydon)
Guests:
Ken Shulman, freelance reporter and writer for the latest Benetton project, and Oliviero Toscani, creative director for photography for Benetton’s ad campains since 1984.