3. United Colours of Benetton
handcuff advert reading
• Originally, people believed that
the story behind this was that a
white man has arrested a black
man with no reason
• However, both men are dressed
the same so it is not clear who is
the criminal and who is the
police officer
• This caused a huge uproar in the press as it was deemed as racist, however the
photographer and creator of this advert came out and said that there is no proof of this
media being racist in any way
• The advert was published in the 90’s, some people were still heavily racist so they would
have took offence to it
• No-one knows the story behind this photo and why they are handcuffed
• They are both wearing similar clothes, showing that they have similar rights
• It is peoples views on racism before seeing the advert that makes them think that this is
racist
