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United Color of Benetton Ad

Representament Qualisign: White woman: Nude A half Marylyn Monroe hair style Hands hold the child Eyes stare pale Blue eyes Black woman: Nude Spike hair style Hands hold the white woman hands Eyes stare pale Black eyes The baby: Chinese ethnic Crying Nude Hands grip

Sinsign: The white woman represents the western country or white ethnic. The black woman represents black people ethnic, and the baby represents the Asian. They are all represent country and ethnic. Asian represents by a baby as the newest country formed between Western and Black ethnic countries. The white woman holds the baby means the Western country look after the Asian while the black woman holds the white woman hands means black ethnic just can back up the Western and cant look after the Asian. The babys hands are grip mean the Asian is strong, the baby also crying means the Asian doesnt want to look after by both of them and it also represents the Asian as a mushy country because it still a new country. The baby also represents that the Asian will always grow and develop. The white woman hair style is Marylyn Monroe hair style means that this country represents America as the origin of Marylyn Monroe and also shows something luxurious as Marylyn Monroe. The black woman spike hair style means freedom, uncontrolled, and mass culture (something not exclusive). The small Benettons logo means this is the second aim of this ad, the first aim is the campaign. Green blanket shows nature and harmony as the color of the earth that the three of the ethnics above live together. Green Benettons logo is an icon of Benetton. Legisign: A black woman, white woman and a Chinese baby that represent each of their ethnic and country can put together in one green blanket that is Benetton. And it shows the white woman as the superior, the baby as the middle and the black woman as the inferior. Object: Icon: White woman: Nude A half Marylyn Monroe hair style Hands hold the child Eyes stare pale Blue eyes Black woman: Nude Spike hair style Hands hold the white woman hands Eyes stare pale Black eyes The baby: Chinese ethnic Crying

Nude Hands grip Blanket: Green color Pink border color

Index: The relationship between those ethnics shows the superior, middle and inferior. Symbol: The white woman corresponds to the pattern of beauty of the Western European woman. This is prove of superiority in the world, the black woman show about inferiority .as we know, black skin always left behind the white skins. There is a big gap among white and black skin. Then the Asian baby shows her presence as representation of Asia continent that grow up. It is construction of racism, but this ad wants to make it equal.

Interpretant: Rheme: The different among their skins and their tribal are blended become one, it show equality and unity among earth Dicent: White skins, black skins and yellow skins are construction of racialism. Argument: Its a racial advertisements beyond some signs are showed in the picture