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Breaking Barriers: The United Colors of Benetton's Powerful Anti-Racism Message

The United Colors of Benetton's 1996 ad presents a compelling message against racism through the imagery of hearts representing different races—white, black, and yellow. The hearts symbolize unity and our shared humanity, reinforcing the notion that all races are equal on the inside. The ad appeals to logos by illustrating the logical truth that everyone has a heart, while it taps into ethos by addressing the audience directly. Emotionally, it resonates with those who oppose racism. Its striking design effectively conveys this important message, challenging societal divisions.

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Breaking Barriers: The United Colors of Benetton's Powerful Anti-Racism Message

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Presentation Transcript

  1. J Marshall Visual Rhetoric

  2. United Colors of Benetton

  3. What do you think the message of this ad portrays? • The ad wants the audience to be against racism. The hearts with the words white, black, and yellow show that every race has a heart, and we are all the same on the inside.

  4. Audience • The directed audience is anyone who sees the ad.

  5. About Benetton • Benetton is a global luxury fashion brand, based in Treviso, Italy. • Advertiser: Benetton Group SpA, Brand name: United Colors Of Benetton, Product: Benetton ClothingAgency: United Colors Communication, Country: Switzerland • Released: March 1996

  6. How does this ad appeal to Logos? • The appeal of logic in this ad is that everyone has a heart, portrayed by the words white, black, and yellow.

  7. How does this ad appeal to Ethos? • The words white, black, and yellow give a title to the different races. It gives a sense that they are directing it towards you.

  8. How does this ad appeal to Pathos? • This ad appeals emotionally to people who are against racism. It makes you realize that all races are the same inside.

  9. What if the words were removed?

  10. If the words were removed… • It would only show 3 hearts, causing the ad to have no meaning.

  11. Colors of the ad • The white background draws your eye to the hearts. • The bold, black words gives them emphasis.

  12. Was the ad effective? • The ad is effective because it gets the message across. It portrays racism in a simple, yet effective way.

  13. Citations • http://webpub.allegheny.edu/employee/I/iroy/weblogcmrt260fa2010/2010/11/crossing_the_divide_united_colors_of_ben.html • http://www.benettongroup.com/

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