Essay on Analysis on Benetton’s Advertisements - 1154 Words

Analysis on Benetton’s Advertisements Analyse and comment on the controversial nature of the Benetton’s adverts paying close attention to the race issues and the most recent death row campaign Images are fast replacing words as our primary language. They define our ideas of beauty, truth, and history. In our age, the photographer, not the philosopher is king. (From Richard Avedon: Darkness and Light) What kind of advertising company would depict images that convey messages which are totally opposite from the purpose and nature of the company itself? What kind of advertising company would cause unnecessary pain and distress to the ones affected by the disturbing images of which the†¦show more content†¦My intentions are to discuss the social and cultural implications of Benetton’s ads to discover why they have become so criticised and whether or not they are beneficial to our society. In 1989 Benetton became the first company to eliminate pictures of its products from its advertisements. The photographer Oliviero Toscani, who has a long history in dealing with art, was given total control over Benetton’s ads. The first advert was named ‘war’. The advert depicts two men of different race united with handcuffs. This is the first thing that comes to our mind. These are the denotations. There is a white man and a black man. It seems that both of these are men are dressed in denim jackets as well as having the same colour shirt. However all these points are very simple, if one looks at the picture very carefully then there are many inferences that can be made. Although the ad shows two men handcuffed together, some people may assume the black man was cuffed to the white man. This led to many complaints about racism after this ad appeared. When you look at the black man a sense of criminality is symbolised. On the other hand if you look at the white person a sense of heroism has been symbolized. Throughout the late 1900’s black people were always put after every other white person. They had no equal rights and always came second. AlthoughShow MoreRelatedEthics in Advertisement of United Colors of Benetton2289 Words   |  10 PagesEthics in advertisement of United Colors of Benetton Are Benetton ´s advertisements ethical or not? Contents Introduction: 3 The United Colors of Benetton strategy 3 Three separate cycles of building Benetton’s value 4 Utilitarianism approach 6 Deontological approach 7 Conclusion 9 References 9 Introduction: As the students of MME (Economics and Management studies), we have chosen the topic, which involves our study program, which is the Marketing and Consumer behavior. Our topic is focusedRead MoreThe Company United Colors Of Benetton3607 Words   |  15 Pagesproduction and design. It makes it intricate to compare the firm with other companies in the fashion industry, since business rivals can be lesser and focus on just one element of the business chain. Benetton’s major competitors include: Inditex, HM and GAP (Maguire, 2003, p. 16). The three firms’ are Benetton’s competitors because they target similar consumer segment in the marketing environment. Evidently, its competitors in the market do not exist exactly in the same industry since Inditex and BenettonRead MoreBenetton Brouhaha - Is Benetton’s Approach to Advertising as Depicted in â€Å"Benetton Brouhaha† More Strategic or Structural in Nature?3761 Words   |  16 PagesMarketing 601 Assig nment 1 Benetton Brouhaha Benetton Brouhaha Is Benetton’s approach to advertising as depicted in â€Å"Benetton Brouhaha† more strategic or structural in nature? The purpose of this paper is to practice critical thinking by applying elements of reasoning to the article â€Å"Benetton Brouhaha†. 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Some companies employ sustainability branding to attract and appeal to the sustainability market. Benetton’s message of peace, love and equality is a case in point. These â€Å"markets† will not immediately cause an end to the 20th century supply and demand apprati. This is not the point either. Instead, sustainability values embody a whole different consumer