"A publicidade é um cadáver que nos sorri", de Oliviero Toscani

Summary

In this video, the speaker, Daniel Garcia Rodrigues, shares his journey of transitioning from disdain for the world of advertising to embracing it as a critical and intelligent medium. He discusses the influential work of Oliviero Toscani, a renowned photographer and creative force behind Benetton's campaigns, known for their bold and controversial themes. The speaker highlights Toscani's ability to use advertising not just for selling products, but for promoting ideas and activism, challenging societal norms and sparking global conversations.

Takeaways

• 📚 The speaker introduces a book titled 'Publicidade é um Cadáver que Nos Sorri' by Oliviero Toscani, highlighting Toscani as one of the best advertisers across timelines.
• 👨‍🏫 The speaker has a background in teaching advertising and public relations for 20 years, initially having a negative perception of the advertising world.
• 📖 The book was introduced to the speaker by a friend who worked in the university library, which significantly influenced the speaker's career path.
• 📸 Oliviero Toscani was a fashion photographer who became famous for his work with Benetton, turning it into a global brand.
• 🤝 Toscani was given creative freedom by Luciano Benetton, which was unusual in the advertising industry, allowing him to create impactful campaigns.
• 🌈 The 'United Colors of Benetton' campaign is mentioned, emphasizing the brand's shift from selling products to selling ideas.
• 📰 The speaker discusses Toscani's controversial and talked-about campaigns, such as the HIV positive ad, which sparked global discussions.
• 🔍 The book is described as an honest critique of advertising, written by an advertiser who made a lot of money from it, reflecting Toscani's realistic approach to his profession.
• 👶 A campaign about a newborn baby is mentioned, criticized for depicting unrealistic cleanliness, contrasting with Toscani's realistic portrayal of life.
• 🖌️ Toscani's work is presented as a form of activism, using advertising as a medium to express social concerns like racism and HIV awareness.
• 🌟 The speaker recommends the book to all consumers, not just advertisers, as it provides insights into the power and impact of advertising.

Q & A

What is the main topic of the video script?

The main topic of the video script is discussing the book 'Publicidade é um Cadáver que Nos Sorris' by Oliviero Toscani, focusing on the impact and criticism of advertising.

Who is the author of the book mentioned in the script?

Oliviero Toscani is the author of the book 'Publicidade é um Cadáver que Nos Sorris'.

What was the speaker's initial attitude towards the field of advertising?

The speaker initially had a negative attitude towards advertising, describing it as a 'podre tosco' and expressing reluctance to engage with it.

What changed the speaker's perspective on advertising?

The speaker's perspective changed after being introduced to Oliviero Toscani's book and recognizing the potential of advertising to be critical, intelligent, and activistic.

What is the significance of the book in the speaker's career?

The book played a significant role in the speaker's career by influencing their decision to teach advertising for 20 years at a university.

What is the relationship between Oliviero Toscani and Luciano Benetton?

Oliviero Toscani was a fashion photographer who met Luciano Benetton at a party in the 1980s, leading to a collaboration where Toscani was given creative freedom to work on Benetton's advertising campaigns.

What was the impact of Oliviero Toscani's work on Benetton's brand?

Oliviero Toscani's work transformed Benetton from a small sweater factory into one of the richest brands in the world at the time, competing with major fashion houses.

What is the slogan of the Benetton campaigns mentioned in the script?

The slogan of the Benetton campaigns is 'United Colors of Benetton'.

What is the controversy surrounding one of the Benetton campaigns featuring an HIV-positive image?

The controversy arose from the campaign's use of an image that resembled a meat inspection stamp, which some critics found offensive and inappropriate.

What is the speaker's view on the role of advertising in society?

The speaker believes that advertising can be a tool for activism and social critique, as demonstrated by Oliviero Toscani's work, which went beyond selling products to selling ideas and engaging with social issues.

Who is the speaker of the video script and what is his role?

The speaker is Daniel Garcia Rodrigues, who introduces himself as a 'biblioterapeuta' or book therapist, guiding viewers on book selections.