The ads created by United Colors of Benetton have created heaps of controversy since their creation in the early 2000's. They use a Conceptual Approach and an Expressive approach in order to create the uproar they have thus far. The ads are so successful because the concept is strong therefore illustrating the expressive and emotional part. The concept being rooted in controversial topics uses contradicting images to make strong, blunt messages. Conceptually the message given is often a bit mindblowing for the average viewer, yet true and possible adding to its shock factor. The shock factor of the adds is the expressive approach. Hierarchy in these adds are better illustrated in the second example where the racially segregated hearts stand out before the logo is even seen. The hierarchy is image, text, logo. That in itself makes a statement. The concept is more important than the company name. I think these ads overall demonstrate a strong use of both the expressive and the conceptual approach in design. Even more interestingly they take a unconventional approach with the use of hierarchy.

LeighAnna Webb