THERE ARE NO SHOCKING PICTURES, ONLY SHOCKING REALITY. – OLIVIERO TOSCANI : The power and role of Benetton’s shockvertising.

Abstract

The study conducted in order to investigate the traditional advertising methods in marketing and management, in comparison with its revolutionized traditional system by the photographer and a creative director of the Benetton company – Oliviero Toscani. The thesis tries to determine the role of the current advertising which should not aim just at selling the product but ought to also catch receiver’s attention and force him to notice the hidden message of displayed photography.

The thesis determined the power and importance of the shockvertising in Benetton’s campaigns and examined its role, in order to verify the aptness and truth of the Oliviero Toscani’s statement -”There are no shocking pictures, only shocking reality”.