Image of Gallery in South Kensington
Request to view at the Prints & Drawings Study Room, level C , Case Y, Shelf 84, Box C

Poster

1990 (made)
Artist/Maker

Benetton has used ‘global issues’ in its posters since the 1980s. It sees campaigns both as a means of advertising and as a focus for discussing the principal social and political issues of our time. Through their universal impact, the campaigns win the attention of the public and stand out from the general mass of media images. This makes for successful advertising. But their publicity attracts both controversy and acclaim, the latter in the form of advertising prizes.


Object details

Categories
Object type
Materials and techniques
Brief description
Printer's proof 'Black and white hands with marbles'. Advertising campaign poster for the Italian knitwear company Benetton.
Dimensions
  • Height: 29.7cm
  • Width: 42cm
Gallery label
Label for the exhibition: "The Glamour of Italian Fashion 1945-2014" ADVERTISING POSTERS FOR BENETTON Photographs by Oliviero Toscani, 1990–1 The collaboration between Luciano Benetton and his art director Oliviero Toscani changed advertising. Throughout the 1980s and 1990s, Toscani’s photographs for Benetton were alternately joyous, political and shocking. No Benetton garments appear in these three posters. They and other more controversial compositions secured international visibility for Benetton, even as they seemed to renounce advertising’s traditional aim of clear product representation. GIVEN BY MODUS PUBLICITY ON BEHALF OF THE BENETTON GROUP V&A: E.2159, 2197, 2199-1997(05/04/2014-27/07/2014)
Credit line
Given by Modus Publicity on Behalf of the Benetton Group
Object history
One of a group of 56 posters donated by the Benetton Group, E.2155 to E.2210-1997
Subjects depicted
Summary
Benetton has used ‘global issues’ in its posters since the 1980s. It sees campaigns both as a means of advertising and as a focus for discussing the principal social and political issues of our time. Through their universal impact, the campaigns win the attention of the public and stand out from the general mass of media images. This makes for successful advertising. But their publicity attracts both controversy and acclaim, the latter in the form of advertising prizes.
Collection
Accession number
E.2159-1997

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Record createdApril 8, 2009
Record URL
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