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This ad was published in 1991, United Colors of Benetton's purpose was to make a shocking advertisement. Benetton stated the ad was “intended as an anthem to life.” Many people thought it was very indecent but for Benetton that did not matter, what mattered was the ad was working because nobody stopped talking about it. I don't find this image that dramatic because it is something human, a newborn baby, but I understand it was a taboo topic in the 90s and was a scandal.

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This image aims to represent an interracial family, that has two mothers and one son. Romantic relationships between women have been fetishized until this day and the pictures in advertisements were sexually suggestive in the 90s. I think this is a strong picture but I don't like how both of them look sad and uncomfortable, but it also can mean that they are a strong family and will protect what they love, which is their son.

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“We’re not apologizing, we’re just reaffirming our essence in softer tones,” said Patrizia Spinelli, fashion director at the New York office of Benetton. “This doesn’t mean that next time around, we won’t be provocative again.” This picture wants to represent the same contrast as in the white man and black man handcuffed together but in a less controversial way.  I think this picture does not represent ethnic differences because I only see this as a cute picture of animals.

https://www.latimes.com/archives/la-xpm-1990-03-07-fi-2022-story.html

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In 1997 this image was published to fight against world hunger, the simbolism used in the spoon about how hunger can consume the body. I like this picture because it is very powerful and interesting, really creative.

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This image is part of the campaign of 1996 and it marks a challenge to capital punishment. The idea of using convicted criminals as models for a high-end fashion label isn’t the first to come up at a board meeting. The US government accused the Italian fashion company of misleading officials to gain access to inmates. The state of Missouri filed a lawsuit last year against Benetton over the campaign, which featured prison inmates on death row in the US.

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This image fails to combat racism, giving a good and a bad role to skin tone, for example the girl who is black has two horns shaped with her hair, and she is not smiling. On the other side, the white girl is smiling and has red cheeks. This difference only prompts the viewer to make this subconscious associations. I think this image is weird.

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This image is from the ad campaign starring young people with mental disabilities, many people are in favor, and many disagree with this campaign because it seems that they want to exploit the use of controversial advertising campaigns as a formula to make money. In my opinion, I like this campaign because it foments mental disabilities awareness because it is important to see that they are good people, there are comments about the campaign that children like this have never been seen on magazine covers.

https://www.collectionscanada.gc.ca/eppp-archive/100/202/300/able_ezine/Archive/back2/ads.htm

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This image is part of the condoms campaign and they symbolize the AIDS crisis during the late 80s and early 90s that was affecting the younger generation. "I have found out that advertising is the richest and most powerful medium existing today," Toscani told the New York Times at the time, "so I feel responsible to do more than to say, 'Our sweater is pretty.' "
In my opinion, I like this campaign because AIDS has always been taboo in how do you get it and I remember seeing Princess Diana fighting the HIV stigma so I think awareness is very great.

https://www.vogue.co.uk/gallery/benettons-best-advertising-campaigns

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Oliviero Toscani is an Italian photographer, born in 1942, in Milan. He worked with magazines like Esprit, Chanel, Fiorucci, Benetton, and more. He is known for his controversial statements in advertisement campaigns for example the united colors of Benetton ads. He studied design and photography at Zurich from 1961 to 1965. Through his work, he conveys social, economic, and political issues. Between 1982 and 2000 he worked for Benetton in controversial campaigns, and he built the identity of the company.  In 1990, he made the first global magazine, Colors, with Tibor Kalman. His work has appeared in magazines like Vogue, Harper’s Bazaar, Stern, Espire, GQ, Elle etc.

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This image was considered racist by many people around the world because even though the message is that we are all equal, the colors are considered not to be the appropriate term to say for example to a Chinese person or an Afro-American person.  These are not real human hearts, these are pigs' hearts. I don't hate this image because I consider it very direct and clear message.

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This image is considered controversial because there are two religious figures kissing each other, this image depicted Pope Benedict XVI kissing a Muslim imam and was removed within hours after the Vatican denounced it. Its universal message is to combat hate culture in all its forms, and it promotes a global debate. I think this is kind of funny and I understand many people can be angry.