Advertising Campaign

Benetton's, an Italian maker of trend-setting clothing, has long been associated with a promotion strategy variously described as "campaigns designed to provoke outrage" (Clark, 2000, p. 43); "emotional branding" (Tomkins, 2000, p. 10); "attempted pedagogy, in the form of the slipperiest, most evanescent medium of all" (Lippert, 2000, p. 36); and "in-your-face," "shock," or "shock-value advertising" (Hughes, 2000, p. 10; Ollivier, 2000; Betts, 2000). The strategy, supervised by fashion photographer Oliviero Toscani, involved "unconventional subjects" and themes of social controversy, such as interracial romance, ethni

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wanted to prove the moral gravitas of Benetton's social conscience, he invoked the Decalogue and declared the campaign was never intended to increase sales but instead "provoke discussion" (Tomkins, 2000, p. 10). The promotion can be either mountain or molehill, but ipso facto not both at the same time. It is also unclear precisely how Toscani and Benetton's might have shaped public discussion of capital punishment, given evidence of Toscani's reluctance to join debate with adverse opinion. Offman quotes the "unapologetic" Toscani's rejoinder to victims' rights complaints: "I'm not a judge. I'm not a social worker," he said. "This campaign is not about victims. It is about the death penalty. The death penalty is unreligious. The 10 Commandments say 'Thou shalt not kill.' It is against the law" (Offman, 2000). Thus mid-April 2000. By May 1, 2000, Luciano Benetton, who had founded Benetton's in 1963 and who in 1982 had given Toscani marketing carte blanche, had apologized to families of the inmates' victims and to his company's American sponsors, and had severed ties with Toscani. A new marketing approach, not the death-row campaign, was cited as the reason (Betts, 2000). Elsewhere (Hughes, 2000, p. 10) it was reported that the d
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Approximate Word count = 2380
Approximate Pages = 10 (250 words per page)

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