CONTRAST BEETWEN BLACK AND WHITE.

The brand decided to use this contrast between black and white people. Indeed, Benetton realized a lot of posters, which put in scene black and white colors. We can see posters with a white wolf and a black lamb, a black baby, who is sleeping surrounded of white teddy bears, a little black hand on a large white one… You can see on this picture two children. One is white, with blond and curly hair; the other one is black, he’s got two little kind of “horns” . We can understand that the white child symbolizes the purity, he maybe an angel. The other child looks like a little demon, or something like that! In spite of these two symbols, babies are held in each other arms.

Benetton decided to offer at every customer a bottle of perfume for men. This can be understand like a proof of a miss of males ‘ customers.