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.
 
Poster, United Colors of Benetton., 1992
Oliviero Toscani
Poster, United Colors of Benetton.
Oliviero Toscani,

Poster, United Colors of Benetton.,
1992

Oliviero Toscani
*1069
g1T3
f Object e
[{"lat":47.38291376403027,"lng":8.535675632812058},{"floor":"floorplan-ug"}]
BF
GF
1
2
2
Museum für Gestaltung Zürich
Ausstellungsstrasse 60
8031 Zurich
Museum map
Museum für Gestaltung Zürich
Toni-Areal, Pfingstweidstrasse 94
8031 Zurich
  • United Colors of Benetton. Oliviero Toscani Poster
  • United Colors of Benetton. Oliviero Toscani Poster
  • United Colors of Benetton. Oliviero Toscani Poster
  • United Colors of Benetton. Oliviero Toscani Poster
  • United Colors of Benetton. Oliviero Toscani Poster
  • United Colors of Benetton. Oliviero Toscani Poster
  • United Colors of Benetton. Oliviero Toscani Poster
6
7
Listen to the text
j

With his polarizing Benetton campaigns, Oliviero Toscani (b. 1942) demonstrated that even in the field of commercial advertising a new pictorial rhetoric is capable of drawing attention. The photograph of a truck filled with refugees was a vehement cry in the midst of a consumerist public, raising awareness of a completely different reality.

The toddler dangling helplessly in the air transfixes the gaze. Some of the refugees are already on the truck, others trying to scale its sides. A throng of people carrying only the bare necessities completely surround the truck. But the reason why they are in flight is not the subject here. The longstanding United Colors of Benetton campaign started with innocuous images of children from around the world. But Oliviero Toscani increasingly radicalized his pictorial message. In the 1990s, he began to show select reportage photos of present-day global sociopolitical events. People’s inevitable encounter with these images on city streets was designed to provoke. Luciano Benetton devised this marketing strategy together with Toscani, thus raising the question of whether it is legitimate to combine business with social responsibility through advertising means. This is a question that is even more pressing today, when there is so much talk of corporate social responsibility, but the issues are rarely aired in public. The photograph Toscani chose for this poster, and one of an overloaded refugee ship on a Benetton poster from the same year, reveal that, even a quarter of a century later, these images have lost nothing of their topicality. Although somewhat disillusioned these days, Toscani continues to call on companies to use their immense advertising budgets to draw public attention to urgent social and political issues. (Bettina Richter)

Plakat, United Colors of Benetton., 1992
Erscheinungsland: diverse Länder
Gestaltung: Oliviero Toscani
Fotografie: Patrick Robert
Auftrag: Benetton Group S.p.A., Ponzano Veneto, IT
Material/Technik: Offsetdruck
30 x 42 cm
Eigentum: Museum für Gestaltung Zürich / ZHdK
Literatureo

Museum für Gestaltung Zürich, Bettina Richter (Hg.), Help!, Poster Collection 20, Zürich 2009.

Oliviero Toscani, Die Werbung ist ein lächelndes Aas, Mannheim 1996.

Image creditso

Plakat, United Colors of Benetton., 1992, diverse Länder, Gestaltung: Oliviero Toscani, Fotografie: Patrick Robert
Abbildung: Museum für Gestaltung Zürich / ZHdK

Plakat, United Colors of Benetton., 1992, diverse Länder, Gestaltung: Oliviero Toscani, Fotografie: Lucinda Devlin
Abbildung: Museum für Gestaltung Zürich / ZHdK

Plakat, United Colors of Benetton., 1992, diverse Länder, Gestaltung: Oliviero Toscani, Fotografie: Franco Zecchin
Abbildung: Museum für Gestaltung Zürich / ZHdK

Plakat, United Colors of Benetton., 1991, diverse Länder, Gestaltung: Oliviero Toscani, Fotografie: Oliviero Toscani
Abbildung: Museum für Gestaltung Zürich / ZHdK

Plakat, United Colors of Benetton., 1992, diverse Länder, Gestaltung: Oliviero Toscani
Abbildung: Museum für Gestaltung Zürich / ZHdK

Plakat, United Colors of Benetton., 1991, diverse Länder, Gestaltung: Oliviero Toscani, Fotografie: Oliviero Toscani
Abbildung: Museum für Gestaltung Zürich / ZHdK

Plakat, United Colors of Benetton., 1991, diverse Länder, Gestaltung: Oliviero Toscani, Fotografie: Oliviero Toscani
Abbildung: Museum für Gestaltung Zürich / ZHdK

Plakat, United Colors of Benetton., 1991, diverse Länder, Gestaltung: Oliviero Toscani, Fotografie: Oliviero Toscani
Abbildung: Museum für Gestaltung Zürich / ZHdK

Exhibition texto
Benetton

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?