Benetton’s Human Right Campaign
Unlike other companies, Benetton always takes its advertising campaigns differently than the others, it always takes it as something special. They have been forerunners of what is called nowadays shockvertising and the advertisement I wish to present is one of their shockvertise ads well know around the world. Is it possible to persuade anybody using shockvertising? Oliviero Toscani, one of the most famous representatives of this direction, says yes. In this paper I shall try to ponder on how people from different cultures perceive Benetton’s advertisements and if is it ethical to promote the image of a commercial company using global problems like racisms, wars or (the environmental) pollution.
Benetton’s advertisements are best examples of the most successful, most unique and probably most shocking forms of advertising in the world. It was said that: “scandal and renown promotes brand more effectively than “typical” ads”.......
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Approximate Word Count: 810
Approximate Pages: 4 (260 words per double-spaced page) |