(상식-040) (Company) Benetton

[Write 2 Speak]

Benetton is a globally known fashion brand based in Italy. It was founded in 1965 by Luciano Benetton and other family members. He had the idea of selling very colorful clothes at a local market and it caught on. Continuing with this theme, the company marketed itself as the “United Colors of Benetton”. It now has 6,000 stores around the world and produces 150,000 items of clothing. Its website says it is “a group with a strong Italian character whose style, quality and passion are clearly seen in its brands.” Benetton is famous for its clever advertising campaigns. The company name was put on a series of shocking photographs, such as two horses mating or a bloodied newborn baby. The shock tactics worked to greatly increase market share and profits.
* be based in ~ = ~에 기반을 둔/ local market = 지역 시장/ catch on = 유행하다(인기를 얻다)/ continue with ~ = ~을 계속하다/ character = 특징, 특질; 성격, 기질/ famous for ~ = ~로 유명한/ mate = 짝짓기를 하다/ bloodied = 피투성이의/ shock tactics = 충격 전술/ work = (특정한) 영향을 미치다[작용을 하다]/ market share = 시장 점유율

-> Its website says it is “a group with a strong Italian character whose style, quality and passion are clearly seen in its brands.”
* character = 특징, 특질; 성격, 기질

* 소유격 관계대명사 whose
The doctor likes to play chess. (그 의사는 장기 두기를 좋아한다.)
His office is near my house. (그의 사무실은 나의 집 근처에 있다.) 

위의 두 문장은 whose를 이용해 다음과 같이 하나의 문장으로 만들 수가 있다. 

The doctor whose office is near my house likes to play chess.
(나의 집 근처에 사무실이 있는 그 의사는 장기 두기를 좋아한다.) 

여기서 whose는 who의 소유격 관계대명사이다. 따라서 whose 다음에는 반드시 명사가 뒤따르게 되는 점에
유의해야 하며, whose가 이끄는 절(여기서는 whose office is near my house)은 형용사절로서 앞의 선행사
(여기서는 the doctor)를 수식하게 된다.

* Examples *

1. 그는 내가 (그의) 의견을 존중하는 남자이다.
He's a man whose opinion I respect.

2. 그것은 문이 빨간색 페인트로 칠해진 집이다.
It's the house whose door is painted red.

(Company) Benetton.mp3