Controversial ad: Harmony or Division?

It is one of the series of Benetton images designed by Oliviero Toscani. In the advertisement, there are simply two children in different race, one is white and the other is dark, hug together. In our common sense, people hug together mean they are in harmony and friendship. Similarly, the advertisement is promoting human harmony regardless of race. In spite of the different races, they can maintain friendship. The advertisement seems to advocate common humanity and unity of different races. However, the meaning behind the advertisement is to reassure the uniqueness of each of them. Although the two children in the advertisement seem to have friendship and equal status, there are clear differences between them. The little white child is superior than the child in dark since two of them are designated as angel and devil respectively by the advertiser. People praise the angel as angel will bring about bright fortune but hate the devil because devil will bring people to their dark side. In addition, the little child in dark seems not very willing to hug the little white child as the child in dark does not carry smile on his/her face. On the contrary, the little white child has a big smile on his/her face where her teeth are seen obviously. From this point of view, the white seems to have power over the people in dark. This is media representation of the dark. The photographer presents the advertisement by this way is to hide racism and promote harmony. As media overwhelmed, viewers keep in touch with a series of media resources and easily affected by the media. Therfore, the way of seeing of the viewers are decided by the intention of the photographer or the advertiser and the ways of the presentation.

Reference:
http://www.xojane.com/fashion/gallery/shocking-history-behind-behind-those-benetton-ads