TY - JOUR
TI - Komunikacja społeczna według Oliviero Toscaniego – fenomen reklam realizowanych dla United Colors of Benetton w latach 1989–1994
AU - Żukowska, Aleksandra
TI - Komunikacja społeczna według Oliviero Toscaniego – fenomen reklam realizowanych dla United Colors of Benetton w latach 1989–1994
AB - 
	Social communication by Oliviero Toscani – the phenomenon of commercial advertisement created for United Colors of Benetton in 1989–1994

	Oliviero Toscani is a photographer recognized all over the world thanks to his cooperation with United Colours of Benetton (UCoB), where he worked as an art director. The commercials that have been created by the photographer, where found to be very controversial, although they helped UCoB to became a very strong brand. In the article, the concept of the advertisement as a platform of social communication was presented. It was created by Oliviero Toscani with Luciano Benetton’s support and it will be presented in commercial advertising created from 1989 until 1994.
VL - 2017
IS - Numer 2 (3) 2017
PY - 2017
SN - 2451-1986
C1 - 2544-2554
SP - 151
EP - 161
DO - 10.4467/25442554.MBK.17.024.8316
UR - https://ejournals.eu/czasopismo/media-biznes-kultura/artykul/komunikacja-spoleczna-wedlug-oliviero-toscaniego-fenomen-reklam-realizowanych-dla-united-colors-of-benetton-w-latach-1989-1994
KW - Oliviero Toscani
KW - United Colors of Benetton
KW - komunikacja społeczna
KW - reklama komercyjna
KW - reklama społeczna