Multiliteracies in ELA Classrooms

Link to image:
https://plus.google.com/109641290533350643200/posts/Y3jq6CgkB5b

Over the years, United Colors of Benetton has released a series of controversial ad campaigns in order to create awareness about certain social justice issues. The most recent ad campaign from their “Unhate” series depicts manipulated images of world leaders kissing to promote world peace. Until 2000, the man behind the camera for Benetton, Oliviero Toscani, revolutionized the purposes of advertising by combining commerce with social awareness as exemplified in the images above. In Lesley S.J. Farmer’s “I see, I do: Persuasive Messages and Visual Literacy”, she encourages educators to give students the tools to interpret images in a critical way since “mass media producers who understand the language and connotations of visual literacy can manipulate images to elicit desired responses” (Farmer 30). Such critical analysis of images is valuable when reading advertising that is targeted at the consumer’s bank account. However, I find that the process becomes more complicated and challenging when presented with the startling images of the United Colors of Benetton ad campaign.

“Shockvertising” becomes a double-edged sword when the image repulses rather than invites the very consumers or audience that the advertisement is targeted at. Critics have labeled Toscani’s ad campaigns as “shock advertising” due to the shock value used in his images to bring about awareness of social justice issues. It was rumoured that Toscani left the company in 2000 following uproar towards Benetton’s ad campaign surrounding the death penalty in the U.S. Department stores began boycotting Benetton’s products, which led to Toscani’s departure from the company. In a recent interview with CNN, Toscani stated that a shocking photograph does not exist, but rather “there is shocking reality that is being reproduced through photography to the people who aren’t there.” His statement left me questioning the challenging issues that arise in analyzing these images. When does reality become “too real”? Why does reality or “true” depictions of different subjects disturb us?

Depicted against Toscani’s distinct sparse white background, the advertisement that shows a newborn in its most real and unwashed state at birth was the most “shocking” image to me. The image was included in Benetton’s 1991 AIDS ad campaign to raise awareness of child deaths due to the disease. While some have claimed that it was one of the most natural and real depictions of life, the image still remains startling, unreal, and repulsive to me. Though eye-catching, I am not sure that the image invites me to soberly consider the issue of child deaths and AIDS. However, I find that Toscani must be doing something of value as he claims that “people get shocked because they aren’t really civilized yet, because they don’t want to belong or face the problem of civilization. Maybe it’s the duty of the photographer to shock them, bringing in front of them something that they probably don’t want to look at” and “there they are and you have to come down with yourself.”