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PRESENTED BY:Tarun Singh Sooraj Saini Brijesh Patel Saba Anwar Pranita Bhawar Abhishek Gupta Kartik Kr. Choudhary
Issues
Critics were not worried about the images used but the context in which they were used. The universal ads did not factor in the worlds cultural diversity. The ads were oversensitive. Oliviero Toscanis background affected the direction of their communication. Problem Identification
Campaigns
All the colors of the world was one of the first slogans to appear in Benetton ads, and was later altered to United Colors of Benetton. The concept of united colors was such a strong one that for the first time in its history, the company adopted the slogan as its actual logo. For the first time in the history of commercial trademarks, the slogan United Colors of Benetton became a trademark.
Question
Do you think Benetton's advertising strategy was aimed only at creating scandals and controversies ? Can this strategy be justified by the fact that it resulted in free publicity for the company? Support your answer with reasons.
Answer
Yes, Benetton's advertisements used exploitation solely for financial profits These bans just created more notoriety for the company Offended religious sentiments by mocking a biblical events Uncalled trivialization of the racial tensions around the world Thousands of articles were written on the companys campaigns. This free publicity helped the companys brand become globally popular.