Advertising: a dead body is smiling at you

This paper investigates how Oliviero Toscani, the ex-creative director of Benetton, establishes his code of advertising in an implicit way, by rejecting what the advertising industry does, and then he uses his system consistently. By analyzing his ideology, which serves as the theoretical foundation and moral principles of his work (Part 1), and by examining his practical realization of his ideology (Part 2), I managed to show that a code system of his does exist, and he applies its elements consistently. To support my points I utilize basic advertsing theory: Toscani’s book on advertising (Reklám, te mosolygó hulla), Benetton company information and, naturally, Benetton images themselves.