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undergraduate thesis
Vizualna provokacija u oglašavanju: Oliviero Toscani i Benetton
Zagreb: University of Zagreb, Faculty of Graphic Arts, 2020. urn:nbn:hr:216:900630
Jović, Klara
University of Zagreb
Faculty of Graphic Arts

Institutional repository: Faculty of Graphic Arts Repository

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Jović, K. (2020). Vizualna provokacija u oglašavanju: Oliviero Toscani i Benetton (Undergraduate thesis). Zagreb: University of Zagreb, Faculty of Graphic Arts. Retrieved from https://urn.nsk.hr/urn:nbn:hr:216:900630

Jović, Klara. "Vizualna provokacija u oglašavanju: Oliviero Toscani i Benetton." Undergraduate thesis, University of Zagreb, Faculty of Graphic Arts, 2020. https://urn.nsk.hr/urn:nbn:hr:216:900630

Jović, Klara. "Vizualna provokacija u oglašavanju: Oliviero Toscani i Benetton." Undergraduate thesis, University of Zagreb, Faculty of Graphic Arts, 2020. https://urn.nsk.hr/urn:nbn:hr:216:900630

Jović, K. (2020). 'Vizualna provokacija u oglašavanju: Oliviero Toscani i Benetton', Undergraduate thesis, University of Zagreb, Faculty of Graphic Arts, accessed 08 March 2025, https://urn.nsk.hr/urn:nbn:hr:216:900630

Jović K. Vizualna provokacija u oglašavanju: Oliviero Toscani i Benetton [Undergraduate thesis]. Zagreb: University of Zagreb, Faculty of Graphic Arts; 2020 [cited 2025 March 08] Available at: https://urn.nsk.hr/urn:nbn:hr:216:900630

K. Jović, "Vizualna provokacija u oglašavanju: Oliviero Toscani i Benetton", Undergraduate thesis, University of Zagreb, Faculty of Graphic Arts, Zagreb, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:216:900630

Metadata
TitleVizualna provokacija u oglašavanju: Oliviero Toscani i Benetton
AuthorKlara Jović
MentorDaria Mustić (mentor)
Committee memberTajana Koren Ivančević (član povjerenstva)
Committee memberDaria Mustić (član povjerenstva)
Committee memberJurica Dolić (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Graphic Arts
Zagreb
Defense date and country2020-07-14, Croatia
Scientific / art field,
discipline and subdiscipline		TECHNICAL SCIENCES
Graphic Technology
Abstract
Rad primarno govori o 18-godišnjoj karijeri Oliviera Toscanija u Benettonu. Fokus je na njegovim kontroverznim oglasnim kampanjama, odgovoru društva na kampanje i najvažnije, utjecaju njegovih kampanji na Benettonov brend i svijet oglašavanja. Za bolje shvaćanje odgovora društva na kampanje promatra se utjecaj ljudskih kulturnih i moralnih vrijednosti. Rad uzima u obzir cjelokupnu analizu da bi se mogao promotriti Toscanijev utjecaj na oglašavanje. Rezultati rada pokazuju da je Toscani bio pionir nove grane oglašavanja nazvane shockvertising zbog korištenja šokantnih fotografija kao glavno načelo. Stvaranje šokantnog oglašavanja je bio najveći Toscanijev doprinos svijetu oglašavanju. Što se tiče Toscanijevog utjecaja na Benetton, uspio je stvoriti globalnu sliku brenda velikim brojem negativnih reakcija koje nisu utjecale na prodaju, sve dok svojom zadnjom kampanjom nije prešao granicu i dosegnuo limit šokantnog oglašavanja.
Abstract (english)
The paper primarily talks about Oliviero Toscani’s 18-year career in Benetton. The focus is on his controversial advertising campaigns, society’s response to campaigns and most importantly, the impact of his campaigns on Benetton’s brand and the world of advertising. To better understand society’s response to campaigns, the impact of human cultural and moral values is observed. The paper takes into account the overall analysis in order to observe Toscani’s impact on advertising. The results show that Toscani’s work in Benetton was the pioneer of a new branch of advertising called shockvertising because of the use of shocking photographs as the main principle. Creating shocking advertising was Toscani’s greatest contribution to the world of advertising. As for Toscani’s influence on Benetton, he managed to create a global picture with a large number of negative reactions that did not affect sales, until his last campaign crossed the line and reached the limit of shocking advertising
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:216:900630
Study programmeTitle: Printing technology, course Technical - technological
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) inženjer/inženjerka grafičke tehnologije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) inženjer/inženjerka grafičke tehnologije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
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Created on2024-04-16 15:24:59