[Nettime-bold] Benetton/Toscani

["Lorenzo Taiuti" <md3169@mclink.it>]

Dear Rinaldo Rasa

you said:

 

"Pressed by the lob
by of death penalt
y.
For the deliciuous
of the silent majo
rity in the us of
am, the avantgard
advertiser Toscani
was fired by Benet
ton Group.

No other comment."

 

But are we sure about that?

More than a political clash between reason (to sell) and right (to censor) i think the real problem is more intriguing and it's about the borderlines between advertising languages and the real social thing.

The enormously succesful adventure of Benetton/Toscani was probably coming to an end for other reasons.

A great advertising campaign is due to finish.

The reasons why this happens will probably be clear in the next change of mood in comunication.

So let's not overvalue the Media/reality of the Benetton/Toscani role.

Ciao

Taiuti