Advertising campaigns of Benetton

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.

posted by Céline @ 11:35 AM