The Benetton Company

Furthermore, questions of taste and social responsibility were raised. Benetton believes its promoting includes a social message that need to be regarded responsible and necessary, serving the larger interests of society by raising issues and creating men and women think.

The Benetton Group, with sales of $2 billion, is the largest Italian producer of casual wear. The company did not do well once it very first entered the U.S. market, and the group lost nearly $10 million from the U.S. in 1991 and $6.6 million in 1990. Luciano Benetton will be the vice chairman, founder, and managing director with the group, and he believes how the primary problem during the United States has been prices. He believes that to succeed, the group must be more competitive. Benetton executives cite the company's 23.6 percent leap in world wide web dollars in 1991, and they then dismiss the company's lack of achievement inside the U.S. as only an aberration being overcome. Benetton raised costs in Europe, held labor prices down, and cut back U.S. distribution to increase the situation. Carlo Tunioli, the new vice president and general manager of Benetton's U.S. operations, blames the company's difficulties from the U.S. over a failure to determine what differentiates an American shopper from a European 1 (Gold 22-24).

I do not think it matters what a bunch of middle#aged ad executives must say on the campaign. What is relevant is what 15#year#old girls have to say about it. And I believe most children probably say, "Right on!" That looks to become the aim of most shock advertising: appeal to narrowly defined target groups of clients (Horovitz D1).

The ad from the priest as well as the nun is perhaps one of the most controversial to date from Benetton, component with the company's second ad campaign of 1992. The very first three ads appeared in fall fashion magazines, showing an albino Zulu surrounded by her dark sisters, exploited South American infant brickworkers, including a man becoming violently apprehended while a reporter thrusts a microphone in his face. Benetton says none in the ads are tied into true events but rather give a sense of some social problem. Four other ads were to follow within several weeks, showing an impoverished child clutching a tattered white doll and gazing intently at the camera, pigs rooting in acres of garbage, a stark electric chair, and a luminescent oil-coated duck. Each from the photographs had appeared ahead of in news publications somewhere within the world. Each is printed now on the post using a United Colors of Benetton logo from the corner. Most with the ads do not show product, and this can be seen as an advantage by the business since the ads is also printed anywhere in the world with out to worry about seasons for ones clothing. These new ads are really mild compared towards ads that created probably the most controversy in past years. 1 showed a blood-smeared newborn infant from the umbilical cord nevertheless attached, and numerous publications banned the ad. One more showed pastel-colored condoms unfurled and laid horizontally on the white background, and publishers said this was inappropriate. The black woman nursing

 

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