Thanks to this blog, I discover a lot of concerning the Benetton company. Indeed, before I know as everybody the reputation of the firm concerning the provocative ads.
However, the ads of Benetton don't make unanimity of all. Indeed, for the campaign "AIDS", Benetton has to pay damage and interests to the victim of the virus. Victims clams that Benetton made publicity and profits on human sufferings. In 2000, Benetton lost much credibility in the USA because of its campaign on the Death Row representing prisoners condemned to the death penalty. Moreover Benetton lose a bit market with the company Sears which did not share the same opinion about the death penalty. Several association also reproached to Benetton that they didn't said sufficiently their position. Indeed Benetton wished to recall to people the existence of the death penalty.
To conclude, I think that could be a good think to transmit the values of the firm thank to the ads but it could be dangerous because the action could be badly interpreted.
I show a frenh movies concerning the last campain of Benetton.
Benetton chose to defend the monkey who will disappear a day.
This campain is less provocative compared with the other campain that Benetton have made before.
In the movies, Paolo Landi the director of Benetton publicity said the time of the scandal is finish. Today, the publicity with event like the 11 september, can't try to shock the audience.
That why Benetton decided to change his strategy of communication.
Moreover, in 2001, the last photograph Oliviero Toscani left the fabrica.
The fabrica is the workshop of publicity.
The role of publicity
Luciano Benetton : "The purpose of advertising is not to sell more. It's to do with institutional publicity, whose aim is to communicate the company's values (...) We need to convey a single strong image, which can be shared anywhere in the world."
Oliviero Toscani pursues this : "I am not here to sell pullovers, but to promote an image"... Benetton's advertising draws public attention to universal themes like racial integration, the protection of the environment, Aids...
Luciano Benetton the funder of Benetton have an other idea of the publicity than the other firms.
Through this quotation, he said that advertising is used in order to give a message to the public.
I think that is a good initiative for a company giving to the public message of peace, or of equality. Thank to there advertising, they denouce severals problems of a world like the protection of the environment or the disease as the AIDS.