Advertising has become the single largest source of visual imagery in our society
today. No matter where we look, we see advertisements trying to sell us things. We
see images of youthful, beautiful people enticing us to spend our money on products
we think we need, hoping that by purchasing the product we too may reap the benefits
of owning it. At the beginning of the 1990s however, the Italian clothing company
Benetton changed the face of advertising forever. Instead of showing the company’s
products in its advertisements, they have chosen to show images related to important
world issues in a claimed attempt to raise awareness (http://www.courses.psu.edu/
art/art122w_jlh18/student/knepper/Intro.htm). Between 1990 and 1994, and then
again in 2000, Benetton attracted attention because of its especially provocative
advertising campaigns. Diverse pictures of these campaigns showed situations of
adversity, distress, suffering and death. Oliviero Toscani, the creator of the
advertisements asserts that it is not his function to increase sales of Benetton products.
Toscani claims he uses advertising to raise awareness concerning the issues addressed
and his intention is “to promote peace, tolerance, multiculturalism and to challenge
stereotypes” (http://www.xs4all.nl/~conflic1/pbp/7/5_benett.htm). However, despite
claims by Luciano Benetton and Toscani that profit was never a motive and raising
social conscience was their single goal, Benetton advertisements have been widely
criticised and banned worldwide (http://www.courses.psu.edu/art/art122w_jlh18/
student/knepper/Benetton.htm). This might have resulted anyhow, not only from their
approach of attempting to raise awareness of real problems, but from the means with
which they did it. Everything that diverges from well known, generally accepted
norms appears provocative for the recipient who is used to certain standards.
Nevertheless, the different interpretation of its advertising images in diverse cultures
caused resistance and problems for the Benetton company. Contrary to other
international operating conglomerates that use the same advertising internationally but
modify it in consideration of the cultural context, Benetton advertisements are not
tailored regionally. The company uses the same images and campaigns worldwide
(http://www.karlsruhe.de/Schulen/Ludwig-Erhard-Schule/Projwer/wer4.htm), and
does not consider cultural and moral conceptual differences. [...]
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Corporate strategy
- Art and strategy: Toscani and his advertising campaigns for Benetton
- Benetton's (controversy) advertising history: Selections
- Children with tongues
- Newborn baby
- Dying Aids Victim
- Death row
- Benetton's (controversy) advertising history: Selections
- Diverse receptions (in various cultural areas)
- Resistance
- Loss of profits
- Conclusion
- References
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper examines the Benetton advertising campaigns, specifically focusing on the controversial images used, their intended messages, and the diverse receptions they received across various cultures. It explores the company's strategic use of these provocative campaigns and their impact on brand recognition, public perception, and profits. It also analyzes the interplay between artistic expression, social commentary, and commercial considerations in advertising.
- The use of controversial imagery in advertising
- The intended social and political messages of Benetton's campaigns
- The diverse receptions and reactions to these campaigns in different cultures
- The strategic implications of Benetton's marketing approach and its impact on brand recognition and profits
- The ethical considerations and potential backlash associated with using provocative content in advertising
Zusammenfassung der Kapitel (Chapter Summaries)
The Introduction sets the stage by discussing the evolution of advertising and how Benetton's campaigns challenged traditional approaches. It introduces the concept of using advertising to raise awareness of social issues and highlights the controversy surrounding Benetton's tactics.
The Corporate strategy section analyzes Benetton's deliberate efforts to achieve brand dominance through strategic placement and unconventional advertising. It explores how Oliviero Toscani's controversial campaigns contributed to Benetton's global brand recognition and the subsequent decline in attention after his departure.
The Art and strategy section delves into Toscani's artistic vision and the deliberate shift in advertising style he introduced. It examines the use of shocking imagery, the absence of products in many campaigns, and the clinical aesthetics of Toscani's photographs.
Benetton's (controversy) advertising history: Selections provides detailed examples of specific campaigns, including their context, intended messages, and reactions. It analyzes campaigns such as "Children with tongues," "Newborn baby," "Dying Aids Victim," and "Death row," highlighting their provocative nature and diverse interpretations.
The Diverse receptions (in various cultural areas) section discusses the resistance and challenges Benetton faced due to its universal approach to advertising. It explores the cultural sensitivities and moral considerations that influenced the reception of the campaigns.
Schlüsselwörter (Keywords)
The core keywords and focus topics include: Benetton advertising campaigns, controversial imagery, social commentary, cultural reception, brand recognition, profit, strategic marketing, Oliviero Toscani, ethical considerations, advertising ethics, global issues, social awareness, and diversity.
- Quote paper
- Anonym (Author), 2003, The Benetton advertising campaigns: Intentions, receptions and the legitimacy of raising global issues in advertising, Munich, GRIN Verlag, https://www.grin.com/document/17210
