United Colours of Benetton Research by Katie
During our research/ideas diagram, the group could not decide whether to go for a more graphical approach or more of an emotional approach. After a few discussions, debates and feedback from peers and tutors. We came to the final conclusion of going for an emotional approach, the reasoning for this is that after a lot of research we found out that even though the product visually shows a very graphical image (i.e smoking cause lung cancer) the majority of audience just dismisses the image and carries on with the bad habit.
This is very similar to the current posters that the 'Fur for Animals' uses. Despite the images being very graphical, bloody and gory. The audience still doesn't get effected and just carries on with it being completely acceptable in our society. This is when we as a group decide we needed a different approach yet has a powerful meaning.
This is why we all agreed to do the emotional approach, not only it is an unusual approach to do in this kind of brief but it is also a very effective and a enhancing way of building that kind of relationship of wrong doing.
To follow on this emotional approach, Katie did some research based on the Benetton Group this organisation is a global fashion brand, based in Ponzano Veneto, Italy. The name comes from the Benetton family who founded the company in 1965. Benetton has a network of about 5,000 stores in the main international markets.
This type of global fashion brand company, demonstrates no discrimination of people. That all the models in their adverts, all have all skin type no matter the age, size and so on. There approach is a similar approach that we as a group wish to achieve. Especially the way they layout their posters/adverts, and the colour scheme. Below are some examples of their posters that do deliver the meaning that they want to project.
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