Benetton Company Advertising

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 the

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pread of AIDS (Horovitz D1). The Economist magazine from England agrees with this assessment, noting that the company claims its approach is not designed to offend but rather to "raise consciousness" about certain social issues: A more plausible interpretation is that Benetton is trying to sell sweaters to the young and hip--and those who like to think of themselves in that way. What better means to appeal to them than by offending their elders? ("More controversy, please" 70). Benetton was not the first nor the only company to take this approach to advertising and by trying to shock consumers into looking at its ads. That began in 1980 with Brooke Shields in a provocative pose for Calvin Klein jeans, and it has escalated into fashion advertising that often looks like soft porn. Roger Livingston, chairman of the Seattle agency Livingston & Co., states: I don't think it matters what a bunch of middleaged ad executives have to say about the campaign. What is relevant is what 15yearold girls have to say about it. And I think most kids probably say, "Right on!" That seems to be the aim of most shock advertising: appeal to narrowly defined target groups of consumers (Horovitz D1). The United Colors of Benetton c
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Approximate Word count = 2745
Approximate Pages = 11 (250 words per page)

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