At first, I felt that if anything, the photograph would turn the public away from what it was that the company was selling. But then when I started to think about it, I realized that the photograph came from a completely different time in history than the one that I am apart of now. Now in these times, a picture of a young man crippled with a disease would have probably been black and white to present a softer touch to the point that they were trying to get across, so that it would not be so “hard hitting”. It feels as if because the photograph is in color, there is that certain intensity to it that would have been played down in a black and white photograph. The fact that the image is heightened would make any person stop and look and think about what is trying to be said with the advertisement. Once they get the point (if they are anything like me), they would purchase the shirt believing that they are helping with the cause.
One can look at the advertisements or commercials of today for various forms of cancer, and advertisements for HIV/ AIDS awareness for examples. In trying to get the point across the people making the commercials and advertisements are appealing to a side of the general public that would make them go out and want to purchase whatever items are being sold to help benefit HIV/ AIDS awareness, or that would benefit the research to help cure breast cancer. Then again, even if the way the photograph is presented in a different style, I believe that the advertisers all still have the same idea. They are attempting to appeal to a certain side of a consumer. It’s like that feeling a person gets when they go out and purchase the yellow bracelet for cancer, a red shirt from Gap to help with research for HIV/AIDS, or a yogurt from Yoplait with the pink cap that turns over some of its profit for breast cancer. The advertisers know that consumers like to buy items for themselves, so why not let them buy an item in which the consumers themselves feel that their money is indirectly helping someone else.
Also there is the side of the consumer that makes them feel as if they are making a personal statement about themselves. In wearing the photograph on a shirt, a person is saying, “I believe in AIDS awareness,” or for that time specifically, “I know that AIDS is not a taboo.” Look at the way people dress, especially now in the times of the Che Guevera and Bob Marley shirts. Or the shirts that blatantly have the messages written across them such as “You Know You Want Me.” Us human beings are always trying to get a message across for what we stand for, believe in, and or support.
I think that overall the company who used the photograph was trying to evoke that type of feeling from the general public. They wanted people to go out and feel as if not only were they making a statement about themselves and their own decisions, but they were also helping other human beings.
One can look at the advertisements or commercials of today for various forms of cancer, and advertisements for HIV/ AIDS awareness for examples. In trying to get the point across the people making the commercials and advertisements are appealing to a side of the general public that would make them go out and want to purchase whatever items are being sold to help benefit HIV/ AIDS awareness, or that would benefit the research to help cure breast cancer. Then again, even if the way the photograph is presented in a different style, I believe that the advertisers all still have the same idea. They are attempting to appeal to a certain side of a consumer. It’s like that feeling a person gets when they go out and purchase the yellow bracelet for cancer, a red shirt from Gap to help with research for HIV/AIDS, or a yogurt from Yoplait with the pink cap that turns over some of its profit for breast cancer. The advertisers know that consumers like to buy items for themselves, so why not let them buy an item in which the consumers themselves feel that their money is indirectly helping someone else.
Also there is the side of the consumer that makes them feel as if they are making a personal statement about themselves. In wearing the photograph on a shirt, a person is saying, “I believe in AIDS awareness,” or for that time specifically, “I know that AIDS is not a taboo.” Look at the way people dress, especially now in the times of the Che Guevera and Bob Marley shirts. Or the shirts that blatantly have the messages written across them such as “You Know You Want Me.” Us human beings are always trying to get a message across for what we stand for, believe in, and or support.
I think that overall the company who used the photograph was trying to evoke that type of feeling from the general public. They wanted people to go out and feel as if not only were they making a statement about themselves and their own decisions, but they were also helping other human beings.
6 comments:
do you think the way companies market products are meant to make us "feel good"? and if they are how do you see that ad fitting into the feel good aesthetic?
It's just that I feel that companies know that people like to feel like they are standing up for a cause,and when they are they feel good about themselves for doing it. In wearing something with that photo on it, it gives people that feeling. So I guess yes, companies do market products to make us "feel good." Who wants a product that they do not think somehow will benefit them?
one thing that strikes me is that the company never stated that profits will go to AIDS research. If the company never stated that, why would the people buy Benetton clothing if they don't know what they are supporting? In the 1990, AIDS were consider taboo, so are you saying that if Benetton stated that they support AIDS research, people would support it? (hope this make sense)
I thought that the company did say they were donating the money to help with AIDS... or did they just sign the agreement and not say anything at all? Maybe we need more clarification on that.
I think you made a valid point in this. While i also felt that the company intentionally used this photograph to make sales i looked at in a negative way where as you through your blog looked at it in a more positive way which i found to be very interesting. Looking at it from my point of view they were just trying to make money off of this mans disease and his family. But i agree with your statement that it would make people buy it so that they would feel they were doing something good. So looking at it from a consumers point of view it is a good thing because it will lift their spirit and make them feel they have made a difference, but i still feel to the designer it is just another dollar in their pockets. Also the difference between this and breast cancer bracelets and what not is that the clothes do not come with a picture on it or anything that says i support AIDS so in a way i think that wasnt a fair comparison. A pink bracelet people know oh thats in support of Breast cancer, but simply wearing their clothing isnt really sending a message to the public.
I'm still somewhat baffled by why in the world someone would like to grab your attention with poeple dying from AIDS?! I mean, I see if grabbed alot of attention and probably boosted sales, but its really sad at the same time... I agree with what you said about it thuough. And did the money go to AIDS research?
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