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National Repository of Grey Literature

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Benetton - creator of the new advertising speech Miškovská, Vanda ; Musilová, Helena (advisor) ; Stein, Štěpánka (referee) My bachelor work follows the evolution of the image of the Italian clothing company Benetton, which addressed society by its unconventional way of expression and attitude to promote their own products. We can see how first interesting and shocking advertising was replaced by ordinary and banal promotion. The main merit of the brand carries world famous photographer Oliviero Toscani, who is the creator of innovative forms of Benetton advertisement. It is evident, that after his departure from the firm in 2001 leaves also certain creative spirit of the company. Detailed record

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4	Miškovská, Veronika

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