This is the eGuide number for the object. You can find it next to selected objects in the exhibition.
This is the location number for the object.
Click here to go to the main menu.
Click here to change languages.
Click here to change the font size and log in.
Click here to show the location of the object.
Zoom with two fingers and rotate images 360° with one finger. Swipe an object to the side to see the next one.
Click here for background information, biographies, legends, etc.
Click here to listen to spoken texts or audio files.
Share an object.
Download as PDF.
Add to saved objects.
1T3

Benetton

g
Karte
[{"lat":47.38291421805815,"lng":8.535677309192693},{"floor":"floorplan-ug"}]
UG
EG
1
2
2
Ausstellungsstrasse
Ausstellungsstrasse 60
8005 Zürich
Museum map
Toni-Areal
Pfingstweidstrasse 94
8005 Zürich
With the polarizing Benetton posters he produced from 1983 to 2000, Oliviero Toscani (b. 1942) proved that even in commercial advertising a new pictorial rhetoric can still grab attention. The posters illustrate Toscani’s increasing radicalization. While the early works convey benign multicultural messages, beginning in 1993 the campaign is dominated by eye-catching reportage photos of global political events. A necessary appeal to people’s moral conscience, or a misuse of suffering?