J Marshall

United Colors of Benetton

What do you think the message of this ad portrays? The ad wants the audience to be against

racism. The hearts with the words white, black, and yellow show that every race has a heart, and we are all the same on the inside.

Audience

The directed audience is anyone who sees the ad.

About Benetton

Benetton is a global luxury fashion brand, based in Treviso, Italy.

Advertiser: Benetton Group SpA, Brand name: United Colors Of Benetton, Product: Benetton ClothingAgency: United Colors Communication, Country: Switzerland

Released: March 1996

How does this ad appeal to Logos? The appeal of logic in this ad is that

everyone has a heart, portrayed by the words white, black, and yellow.

How does this ad appeal to Ethos? The words white, black, and yellow give

a title to the different races. It gives a sense that they are directing it towards you.

How does this ad appeal to Pathos? This ad appeals emotionally to people

who are against racism. It makes you realize that all races are the same inside.

What if the words were removed?

If the words were removed… It would only show 3 hearts, causing the

ad to have no meaning.

Colors of the ad

The white background draws your eye to the hearts.

The bold, black words gives them emphasis.

Was the ad effective?

The ad is effective because it gets the message across. It portrays racism in a simple, yet effective way.

Citations

http://webpub.allegheny.edu/employee/I/iroy/weblogcmrt260fa2010/2010/11/crossing_the_divide_united_colors_of_ben.html

http://www.benettongroup.com/