Advertising campaigns of Benetton

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.

posted by Céline @ 8:12 AM