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Master's Thesis | Communication Design

Methods of Scandalization

The scandalization as a deliberate instrument in the advertising of Palmers.
Methoden der Skandalisierung 1

Over the last several years, the advertising of Palmers has succeeded several times in attracting major media attention. Photographers such as Bruno Bisang, Elfie Semotan and Herb Ritts, and models such as Naomi Campbell, Tatjana Patiz, Carrie Otis, Nadja Auermann and Cindy Crawford have worked for their advertising campaigns, which have been awarded many times throughout Europe, and especially in Austria.

In 1997 Mark Glassner created an iconic image in advertising history with a rear view of five female models. This was the inspiration for another picture called ‘Osterhöschen’, which led to a scandal in March 2017 and provided the motivation for this thesis. It analyzes the interactions between advertising and public discourse in terms of Palmers, and matches the subjects with their respective ideological trends.

Methoden der Skandalisierung 2
Methoden der Skandalisierung
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