Toscani was know for his controversial, provocative way to promote reviews. However, advertisements like his often suggested sensitive, complex subjects that could easily be implying or interpreting in ways that are unintended. All images have their own connotations, and “like everything else, are historically based”.They may have changed “meaning according to their context” or maybe the same images contain different associations in different cultures, “they cannot avoid [some] meanings and and symbolisms…” they are associated with. Despite the effort being put into the ambiguity of the poster, judging from different perspectives and ethnicity, it can be offensive or even marginalize a certain community. For an influential company like Benetton, every little details can lead to unexpected results. In advertisements they’ve released, a certain value of an individual can be enlarged and broadcasted to the entire society through advertisements. For instance, one of the posters mentioned in this article seemed to be communicating racism. It was a poster of a black woman nursing a white child. In the image, the black woman was cropped. Only her breast and hands were visible to the reader. Her identity was taken away from her. In today’s society, this image can be very sensitive and offensive for many people. I think that companies should be more aware of the connotations and definitions of their advertisement to prevent any of the unnecessary explanations.
Can fashion and fashion advertisement successful address political, economic, or social issues? To what extent?
Fashion is more than just simple trend or style, but of a symbol of movements and representations of a set of values or ideologies. Fashion has been evolving through different periods starting from the beginning of civilization and so has humanity. I believe that fashion and society are intertwined. One can not be present without the other. One can not advance without the other and fashion is just what triggers and promotes the movement. In numerous cases, fashion items have became icons for different movements. For instance, right after the second World War, Christian Dior introduced “The New Look” which brought people, especially women, hopes and fantasies during the recessions. With its layers of pleating and drapery incorporated with the extravagant, luxurious use of fabrics, many believed that Dior’s New Look inspired and once again ignited the hope and anticipation within people. Fashion has also been used quite frequently to spread awareness. Pulling from the recent celebration of “Women’s Day” as well as the women’s march right after Donald Trump’s Inauguration. The colour red and “Pussy Hat” have been put under the spotlight to advocate for gender equality. The pussy hat has established itself a well-know status representing women’s rights in participating political discussions along with men. Perhaps it is playing on the stereotypical images that women are associated with. Having said, with the association in mind, perhaps, it is emphasizing the idea of being women is simply one’s biological label. Being a woman is empowering and women deserve the equivalent status as men. By wearing the pussy hat, we are establishing the idea of women should not be marginalized and should not be degraded. To conclude, fashion has the power to persuade a movement. It casts spotlight on the issue and brings it into focus. It may not have the power to directly address the issue, however, it encourages people to stand for what they believe. Fashion gathers people with the same values, same passion. The issue may not be resolved immediately, yet society will definitely be affected.
