Record Details

BENETTON’S (IN)EQUALITY: A SEMIOTIC READING

Paradigma: Jurnal Kajian Budaya

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Field Value
 
ISSN 2503-0868
2087-6017
 
Authentication Code dc
 
Title Statement BENETTON’S (IN)EQUALITY: A SEMIOTIC READING
 
Added Entry - Uncontrolled Name Muljadi, Hianly
Angjaya, Sonny
Deborah, Joanna
Universitas Kristen Maranatha
Universitas Kristen Maranatha
Universitas Kristen Maranatha
 
Uncontrolled Index Term advertisement; equality; inequality; multi-interpretations; semiotics
 
Summary, etc. United Colors of Benetton, or UCB, has been using its advertisements to deliver positive messages and values that the clothing company represents. This article analyzes one of the photographs in Benetton’s campaign for their Spring Summer Collection of 2018. The campaign, which consists of some photographs by Oliviero Toscani, raises the theme of equality of gender and ethnicity. It shows various photographs of both female and male models from different ethnicities. However, it is found that there is one photograph that shows inconsistency with the very value that Benetton wants to convey through their campaign. Based on the semiotic analysis, the study shows that the photograph can be read as having an entirely different message that the company intends to voice. This article proves that multiple interpretations can be applied to a text, and a text can betray itself. 
 
Publication, Distribution, Etc. Fakultas Ilmu Pengetahuan Budaya
 
Electronic Location and Access application/pdf
application/pdf
http://paradigma.ui.ac.id/index.php/paradigma/article/view/572
 
Data Source Entry Paradigma: Jurnal Kajian Budaya; Vol 12, No 1 (2022)
 
Language Note eng
 
Terms Governing Use and Reproduction Note Copyright (c) 2022 Paradigma: Jurnal Kajian Budaya
 


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