Wednesday, May 04, 2005

Personal Conclusion

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.

Death Row

DeathRow, originally uploaded by cpeyrard.

These ads, represent men condemned to died by the court of the USA.

In 2000, the Benetton campaign was about convicted murderers that are on death row.
The ads show portraits of American death row prisoner in jail. They are wearing uniforms and the catchphrase “Sentenced to Death” is write in front of them.

On the posters you can read the inmate’s name, date of birth, crime, and expected method of execution. In the campaign, inmates also talk about different subject such as their childhood, their dreams, everything except information in relation to their victims.

Tuesday, May 03, 2005


aids, originally uploaded by cpeyrard.

In the Spring of 1992, Benetton made a very controversial ad campaign concerning the AIDS virus.
The target of the campaign is to educate the public about AIDS. These ads were meant to show people the ways to contract the virus.
On the first and the third image, represent a forearm, lower abdomen, and a backside, all stamped with the words "H.I.V. Positive."
The last one (on the middle) was called "Faces of AIDS" in which over 1000 young people are in a large group photo

Sunday, April 24, 2005

A species in danger

A species in danger, originally uploaded by cpeyrard.

A species in danger
That is the last campaign of Benetton.
Following the departure of the photograph Oliviero Toscani, Benetton decide to make a campaign less provocative without changing their strategiy: defend their value and use them image to defend some causes.

This time the cause is to defend the life of great apes. Indeed, they are dying out as a result of the expanding human population, deforestation, the destruction of their habitat and with hunting and traps.

In my opinion, this campaign is less provocative than the others. However I like the engagement of Benetton in order to defend a noble cause.

Thursday, April 14, 2005

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.

Wednesday, April 06, 2005

Tajidin Agah, Afghan

Tajidin Agah, Afghan, originally uploaded by cpeyrard.

In this new press and billboard campaign, Benetton show us a new values of the firm: the solidarity. In deed, Benetton tell us different stories of men or women helping people with civils act.

I chose to present to you the storie of Tajidin an Afghanistan. This man lost all these possessions but found the force to help of people as stripped as him.

Tajidin was a landowner in Afghanistan. He is now the voluntary acting head of Jalozai new-arrivals refugee camp in Pakistan.
This advertising bill illustrate the campaign celebrating the
International Year of Volunteers.
This man,Tajidin was landowner in Afghanistan.
He is now the voluntary acting head of Jalozai new-arrivals refugee camp in Pakistan.
During the civil war, more than 800000 Afghans left their country.
Tajidin made the same way, he arrived in Jalozai with 70 000 refugees like him.

The living conditions in the camp was disastrous, Tajidin was designed as responsible of the camp.
Tajidin is the voice of the camp in communicating with the authorities and the NGO's and he helps co-ordinate distributions. He worry about theft and the safety of the women .
During the interview, he said that is difficult to bear to see his people like
It also said that this camp look like a graveyard for the living.
Thanks to the advertising countryside, it wishes that the world discover the situation of its country.

Thursday, March 31, 2005

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.

Wednesday, March 16, 2005


tongues, originally uploaded by cpeyrard.

I chose this advertisment because I like the value of benetton.
This image represent three children witch nationality is different.
Benetton show us that tongues of the children are the same.
Benetton fight against the rasism through their publicities.