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The company's strategy was that issues, not clothes, played the lead role. Through time, they opted to utilize issues that appealed and concerned both young and old people. Benetton supposedly believes that it is important to take a standpoint in the real world instead of using their advertising budget to carry on the "myth that they can make consumers happy through the mere purchase of their products"...
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Their advertisements differ in that they do not contain a copy or a product but only the "logo" of the company. They do not act as temptations for the public to immediately go out and buy their products, but rather the adverts spark a discussion about issues that the company feels are not discussed enough...
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