Benetton’s (In)Equality: A Semiotic Reading
United Colors of Benetton, or UCB, has been using its advertisements to deliver positive messages and values that the clothing company represents. This article analyzes one of the photographs in Benetton’s campaign for their Spring Summer Collection of 2018. The campaign, which consists of some phot...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Faculty of Humanities, Universitas Indonesia
2022-04-01
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| Series: | Paradigma: Jurnal Kajian Budaya |
| Subjects: | |
| Online Access: | https://scholarhub.ui.ac.id/paradigma/vol12/iss1/1/ |
| _version_ | 1797771358862573568 |
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| author | Hianly Muljadi Sonny Angjaya Joanna Deborah |
| author_facet | Hianly Muljadi Sonny Angjaya Joanna Deborah |
| author_sort | Hianly Muljadi |
| collection | DOAJ |
| description | United Colors of Benetton, or UCB, has been using its advertisements to deliver positive messages and values that the clothing company represents. This article analyzes one of the photographs in Benetton’s campaign for their Spring Summer Collection of 2018. The campaign, which consists of some photographs by Oliviero Toscani, raises the theme of equality of gender and ethnicity. It shows various photographs of both female and male models from different ethnicities. However, it is found that there is one photograph that shows inconsistency with the very value that Benetton wants to convey through their campaign. Based on the semiotic analysis, the study shows that the photograph can be read as having an entirely different message that the company intends to voice. This article proves that multiple interpretations can be applied to a text, and a text can betray itself. |
| first_indexed | 2024-03-12T21:36:22Z |
| format | Article |
| id | doaj.art-555fe9cc86824c84b348fce0b29e56e4 |
| institution | Directory Open Access Journal |
| issn | 2503-0868 2087-6017 |
| language | English |
| last_indexed | 2024-03-12T21:36:22Z |
| publishDate | 2022-04-01 |
| publisher | Faculty of Humanities, Universitas Indonesia |
| record_format | Article |
| series | Paradigma: Jurnal Kajian Budaya |
| spelling | doaj.art-555fe9cc86824c84b348fce0b29e56e42023-07-27T06:38:09ZengFaculty of Humanities, Universitas IndonesiaParadigma: Jurnal Kajian Budaya2503-08682087-60172022-04-01121114https://doi.org/10.17510/paradigma.v12i1.572Benetton’s (In)Equality: A Semiotic ReadingHianly Muljadi0Sonny Angjaya1Joanna Deborah2Universitas Kristen MaranathaUniversitas Kristen MaranathaUniversitas Kristen MaranathaUnited Colors of Benetton, or UCB, has been using its advertisements to deliver positive messages and values that the clothing company represents. This article analyzes one of the photographs in Benetton’s campaign for their Spring Summer Collection of 2018. The campaign, which consists of some photographs by Oliviero Toscani, raises the theme of equality of gender and ethnicity. It shows various photographs of both female and male models from different ethnicities. However, it is found that there is one photograph that shows inconsistency with the very value that Benetton wants to convey through their campaign. Based on the semiotic analysis, the study shows that the photograph can be read as having an entirely different message that the company intends to voice. This article proves that multiple interpretations can be applied to a text, and a text can betray itself.https://scholarhub.ui.ac.id/paradigma/vol12/iss1/1/advertisementequalityinequalitymulti-interpretationssemiotics |
| spellingShingle | Hianly Muljadi Sonny Angjaya Joanna Deborah Benetton’s (In)Equality: A Semiotic Reading Paradigma: Jurnal Kajian Budaya advertisement equality inequality multi-interpretations semiotics |
| title | Benetton’s (In)Equality: A Semiotic Reading |
| title_full | Benetton’s (In)Equality: A Semiotic Reading |
| title_fullStr | Benetton’s (In)Equality: A Semiotic Reading |
| title_full_unstemmed | Benetton’s (In)Equality: A Semiotic Reading |
| title_short | Benetton’s (In)Equality: A Semiotic Reading |
| title_sort | benetton s in equality a semiotic reading |
| topic | advertisement equality inequality multi-interpretations semiotics |
| url | https://scholarhub.ui.ac.id/paradigma/vol12/iss1/1/ |
| work_keys_str_mv | AT hianlymuljadi benettonsinequalityasemioticreading AT sonnyangjaya benettonsinequalityasemioticreading AT joannadeborah benettonsinequalityasemioticreading |