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Interpretation

Breastfeeding, United Colours of Benetton

518 Words / ~1 page sternsternsternstern_0.2stern_0.3 Author Christian E. in Feb. 2012
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Interpretation
Communication / Media

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Landrat-Lucas- Gymnasium Leverkusen

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Schüler

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Christian E. ©
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Advertising Datum: 9.07.11

In the following I want to describe and interpret the given advertisement “Breastfeeding”, taken from the campaign for equality between black and white in 1989, published on November 9, 2006 by Oliviero Toscani.


On the staged photo called “Breastfeeding”, taken by the well- known photographer Oliviero Toscani in 1989, you can see two people. There is no division between background and foreground, both persons are the eye-catcher and they are in the middle of the picture.

You can see a colored woman but her head and her legs are not in the picture. You can just see her breast and her stomach. She does not wear a T-Shirt or a bra, so you can see her naked breast.

But she wears a red cardigan.

She is carrying a baby in her arms, a naked white baby.

The black woman breastfeeds the baby and the baby is suckling her nipples. So there is a contrast between light and dark.

The picture was taken in 1989 and it was a precedent for another eleven years because at that time there were racial segregations and discriminations against black people, but the company made a little step into the right direction.

You can barely see that this advertisement advertises for clothes.

But at the top right- hand corner, you can see the brand “United Colors of Benetton”.

The Benetton Group is a luxury fashion brand for white AND black people.

The photographer’s aim is, to show the viewer how equal/important two people are, even if they have different skin colors. (Cul.....[read full text]

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