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benetton a brief critique For over a decade Benetton has sought to associate their corporate identity to a commitment to racial and social harmony, by basing their
Submitted by fb2539 on April 4, 2008
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For over a decade Benetton has sought to associate their corporate identity to a commitment to racial and social harmony, by basing their advertising on controversial images, depicting images that many considered shocking, possibly distasteful and at best trying of social and political norms. . Benetton has taken this strategy to an extreme, addressing norms and ideas, attitudes to reality as well as political and religious icons. In doing so Benetton has generated a high level of controversy and rhetoric and stimulated the global, governmental, industrial and advertising communities to stand up and be extremely vocal in criticism of their techniques.
The campaign is meant to be and from wide response, was extremely shocking. But is it distasteful? Is it politically incorrect, does it aggressively and negatively take advantage of people and situations, more importantly does it negatively impact the corporate image Benetton is attempting to project and is it an effective source of promotion?
Benetton’s advertising campaign which in other words could be considered more of a publicity campaign has generated a high level of controversy since its inception in the early 90’s. From priests kissing nuns, to posters of newborn babies still adorned with afterbirth to dead Aids patients and soldiers. Benetton has done its best to publish images that would cause all that saw them to react in some way. However it is the nature of those reactions that are in question. For example showing the newborn in the USA got the following reaction, “Birth is still an extremely private and personal subject for Americans…” Mary Anne Sommers, publisher of Child, implying this ad was an attack on the nature of birth that it is and should remain for Americans a private affair between parents and their children and not something that should be graphically depicted on street corners and in mainstay magazines.
Globally many similar reactions have been noted, in...
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