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| Topic: |
Social Issues
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| Number of pages / Number of words: |
20 / 5524 |
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The company employed unusual, controversial advertising techniques and themes that used “shock value†and the power of photography to grab viewers’ attention. Unlike most advertisements which centered around a company’s product or image, Benetton’s advertising campaigns focused on social and political issues like racial integration, AIDS awareness, war, poverty, child labor, death, pollution etc...
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The advertisements initially succeeded in raising the brand's profile, but eventually began to cause dissatisfaction among customers, retailers, government bodies and various international non-profit organizations.
Some of Benetton’s most memorable advertisements were a priest and a nun kissing, a just born baby with uncut umbilical cord, a black stallion and a white mare mating, a colorful mix of condoms, a black woman breast- feeding a white baby, the photo of an AIDS victim and his family taken moments before his death, the bloody uniform of a dead Bosnian soldier (See Exhibit: II for Benetton’s advertisements)...
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General points of the essay
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