The United Colors Of Benetton are a global brand and they have always been one of the leading companies in the clothe industry around the world. They have done this through their advertisements by replacing some of their clothes with problematic visual images of AIDS, environmental disasters, terrorism, and racism. Social issues became the embodiment of Benetton's product and, through the transformation into commodities, lost their significance as problematic human conditions. The campaign illustrates how the decontextualization of placing issues within the framework of product promotion, creates a tone of discordant meaning not adequately explained by mass culture critiques of consumerism.

The United Colors Of Benetton have a very international style that combines color, energy and practicality. UCB promote through advertisement in magazines and in their own magazine known as Colors (Advertisement Media), as well as advertisement campaigns which have been based on photographs...