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Analysis of postmodern advertisement from the lens of simulation - With a focus on Benetton’s ad campaigns from 1989 to 2003 -

  • Journal of Communication Design
  • Abbr : JCD
  • 2019, 68(), pp.44-52
  • DOI : 10.25111/jcd.2019.68.04
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : June 10, 2019
  • Accepted : July 26, 2019
  • Published : July 31, 2019

Yoo In Ha 1

1한라대학교

Accredited

ABSTRACT

Replication or impression must assume the existence of original entity that enables such act of imitation. Jean Baudrillard referred the process of making non-existing object as if it is real and existing in the modern society as “simulation”, and the result that has no association to the real existing objects as “simulacre”. Today’s advertisement is at the verge of destroying the conventional ways of expression. Hence, in this research, the cases of Benetton’s “United Colors of Benetton” campaigns from 1989 to 2003 are analyzed to discuss the embodiment of postmodernism from the perspectives of simulation. As a result, it was determined that Benetton’s advertising campaigns were created within the staged, simulation reality designed by the artist in the form of fabrication. Moreover, the distinct, black and white contrasts that are unrelated to promoting clothing were considered as reflections of philosophy and concepts of postmodernism that are unbounded by form and genre.

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