Oliviero Toscani is famed for his controversial advertising campaigns for Italian brand Benneton.
His images often focused on issues surrounding racism, war, religion, capital punishment, etc. The images were considered controversial and exploitive of the victim or the cause to sell clothes and promote a brand although the images can be considered to raise awareness of a subject.
I want to photograph what exists and we don’t want to look at – that intrigues me a lot. And there are people who, when they look at a picture, they get angry at it. But they should get angry at themselves for not having the courage to look into the problem
The IOC originally resisted funding by corporate sponsors. It was not until the retirement of IOC president Avery Brundage, in 1972, that the IOC began to explore the potential of the television medium and the lucrative advertising markets available to them. Under the leadership of Juan Antonio Samaranch the Games began to shift toward international sponsors who sought to link their products to the Olympic brand.