I am to research the act itself and images relating to this subject. Having a great knowledge and understanding will allow me to create an image of my own to represent this act, to present to the public to raise awareness that differences in the human race are to be embraced and celebrated not frowned upon.
The full Act can be found at this link
www.jessicahilltout.com
The statement in image 1 to me means there is beauty in everything and everyone, regardless of race, gender, disability and religion.
A great example would be street photography, to.the naked eye it looks like an.image of a street with people in. If you begin to train your mind/eye to look aesthetically you.see beyond the surface and see the beauty in people, interactions between them and the street.
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| Image 1 |
This particualr assignment is to produce an image that represents equality and diversity. I want to celebrate that everyne is equal no matter how different they may be rather than focus on the negative impact that race, gender, class, disability etc has on society today.
I have to produce an image shot in a studio environment so I will not be able to capture my image with street photography.
During my research I stumbled across Benetton, a clothing company established in 1965 for its bright clothing/knitwear.
The reason why it appealed to me is this:
Benton have world wide recognitions thanks to the provocative and original "United Colors" publicity campaign. This originated when photographer Oliviero Toscani was given carte blanche by the Benetton management. Under Toscani's direction, adverts were created that consisted of imagery that was striking, different and totally unrelated to any actual products being sold by the company.
These graphic, billboard-sized ads included depictions of a variety of shocking subjects, one of which featured a deathbed scene of a man (AIDS activist David Kirby) dying from AIDS. I think this particular image was inpiration for Nan Goldings. I researched her work a few months ago and this image came to mind when I seen Benettons.
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| Nan Golding Gotscho kissing Gilles Paris 1993 |
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| Therse Frare- David Kirby 1990 |
Others included a bloodied, unwashed newborn baby with umbilical cord still attached, which was highly controversial. This 1991 advert prompted more than 800 complaints to the British Advertising Standards Authority during 1991 and was featured in the reference book Guinness World Records 2000 as 'Most Controversial Campaign'. Others included a black stallion covering a white mare, close-up pictures of tattoos reading "HIV Positive" on the bodies of men and women, a cemetery of many cross-like tombstones, a collage consisting of genitals of persons of various races, a priest and nun about to engage in a romantic kiss, pictures of inmates on death row, an electric chair, an advert showing a boy with hair shaped into the devil's horns, three different hearts with "black", "white" and "yellow" written onto them (from March 1996), and a picture of a bloodied t-shirt and pants riddled with bullet holes from a soldier killed in the Bosnian War (this one appeared in February 1994). Most of the advertisements, although not all, had a plain white background, and in most the company's logo served as the only text accompanying the image.
2011 marketing campaign UNHATE campaign featuring Chinese President Hu Jintao kissing US President Barack Obama.
In autumn 2011, Benetton launched its new worldwide communication campaign, an invitation to the leaders and citizens of the world to combat the "culture of hatred", and created the UNHATE Foundation.This campaign was created as the group’s corporate social responsibility strategy and not as a cosmetic exercise. The Benetton Group “seeks to contribute to the creation of a new culture against hate”. Benetton’s research communication centre, Fabrica, partnered up with 72andSunny to create the UNHATE poster series. According to Benetton “These are symbolic images of reconciliation—with a touch of ironic hope and constructive provocation—to stimulate reflection on how politics, faith and ideas, even when they are divergent and mutually opposed, must still lead to dialogue and mediation”. 72andSunny adds “United Colors of Benetton returns to the cultural conversation with a simple and powerful message of tolerance: UNHATE. Hate and love are often in a delicate and unstable balance. This campaign promotes a shift in the balance”. However, these posters of the lip-locking political and religious figures have sparked controversy. In addition, Benetton released an advertisement that displayed President Barack Obama of the United States and President Hugo Chávez of Venezuela kissing.
On November 17, 2011 The Vatican announced that it would take legal action against Benetton after the company used a photo purportedly showing Pope Benedict XVI kissing Ahmed Mohamed el Tayeb, the imam of the Al Azhar mosque in Egypt. Benetton responded: "We reiterate that the meaning of this campaign is exclusively to combat the culture of hatred in all its forms," said a Benetton Group spokesman. "We are therefore sorry that the use of the image of the Pope and the Imam has so offended the sentiments of the faithful. In corroboration of our intentions, we have decided, with immediate effect, to withdraw this image from every publication."
Lets hope I dont get sued haha
I do have a few ideas up my sleeve though which I will go into more detail in the next post...Ideas for my shoot
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