There is no denying the adverts created by Toscani for Benetton are beautifully composed and moving photographs. However the subject matters used and their purpose to be used as an advertising tool for Benetton arises moral and ethical questions surrounding the use of certain images and what they are being related to.
Controversial and shocking images, I believe, can be utilised – possibly - too easily in order to bring mass attention to a brand or service. It could be argued that an artist who has been given the amazing opportunity to reach millions of people through the media should adopt a social responsibility in the work they will be putting out into the world. Personally I think Toscani’s photos were remarkable shots of human suffering, interaction and reaction that needed or deserved to be broadcast to thousands in the format of huge billboards. My main issue or concern with the photos was their function – to sell clothes for Benetton, shopping for luxury. Using serious and even sombre images of world issues was Toscani desensitising pictures of prejudice and death etc.
Controversial and shocking images, I believe, can be utilised – possibly - too easily in order to bring mass attention to a brand or service. It could be argued that an artist who has been given the amazing opportunity to reach millions of people through the media should adopt a social responsibility in the work they will be putting out into the world. Personally I think Toscani’s photos were remarkable shots of human suffering, interaction and reaction that needed or deserved to be broadcast to thousands in the format of huge billboards. My main issue or concern with the photos was their function – to sell clothes for Benetton, shopping for luxury. Using serious and even sombre images of world issues was Toscani desensitising pictures of prejudice and death etc.
