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The following other wikis use this file: Usage on af.wikipedia.org Benetton; Usage on ar.wikipedia.org مجموعة بينيتون; Usage on arz.wikipedia.org
Benetton is known for its sports sponsorships, and for its "United Colors" advertising campaign. In 1982, Benetton hired Oliviero Toscani as creative director, which led to a change in advertising focus towards raising awareness for various issues worldwide. [14] In 1984, Toscani photographed the first multiracial ad for the brand. [3]
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Colors (stylised as COLORS) was a quarterly print magazine about 'the rest of the world' funded and published by the Italian Benetton clothing company. [1] Founded in 1991 "as a way of communicating the intelligence of the Benetton brand to an extremely sophisticated consumer", [2] it was published worldwide in multiple bilingual editions.
In the advertising business, this combination of frightening, gory and/or offensive advertising material is known as "shockvertising" and is often considered to have been pioneered by Benetton, the Italian clothing retailers which created the line United Colors of Benetton, and its advertisements in the late 1980s (see Benetton below). [4]
Giuliana Benetton (born 8 July 1937) is currently on the board of directors of both Edizione S.r.l. and Benetton Group. She has had the responsibility for planning Benetton's knitwear collections and coordinating product lines. Giuliana actually began the family business by knitting sweaters, which her brother Luciano would peddle by bicycle.
In the early 1990s, Toscani co-founded the magazine Colors (also owned by Benetton) with American graphic designer Tibor Kalman (1949-1999). With the tagline "a magazine about the rest of the world", Colors built on the multiculturalism prevalent at that time and in Benetton's ad campaigns, while remaining editorially independent from the group.
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