The advertising of clothing by the Benetton Company has become a controversial matter because of the way that advertising has used social issues in different campaigns. Some see the company as exploiting these issues in a way that is not considered acceptable or seemly. The company, however, sees the issue differently: Company management instead sees itself as using the product to promote socially responsible messages rather than the other way around.
An advertising campaign undertaken on behalf of Benetton
stores was developed under the name "United Colors of Benetton." It was designed as a $60 million ad campaign and produced one controversial advertisement after another. Critics speculated about Benetton's motives, asking if the company was sincere in promoting the political and social agenda featured in its advertising or was using these messages to try to shock the public into an awareness of the company name. Levin refers to how critics had started "to speculate Benetton is making a concentrated effort to present shocking images to gain attention rather than create genuine product advertising" (Levin 62). It is clear that the campaign was intended to serve the needs of the company, though it is not clear that it had the desired effect with many who believed this type of advertising only created a bad image for the company. The controversy certainly demonstrates that the campaign has been effective in gaining attention. The question remains as to whether these ads have improved sales or have driven away customers who are offended by the imagery involved. Furthermore, questions of taste and social responsibility have been raised. Benetton believes its advertising has a social message that should be considered responsible and necessary, serving the larger interests of society by raising issues and making people think.
The Benetton Group, with sales of $2 billion, is the largest Italian producer of casual wear. ...