Benetton

1. Benetton Group S.p.A.: Raising Consciousness and Controversy with Global Advertising A Case Analysis in International Marketing Teodoro Senoran Ras Martinez Brion Samson

3. SHOCK ADVERTISING

4. Shock Advertising or Shockvertising • Advertising that startles and offends its audience by violating norms for social values and personal ideals • Seeks to stand out against the media clutter • Attempts to exploit a violation of norm • To grab attention and increase awareness • Generates publicity by making “buzz” • Promote memory retention of an issue Source: California State University Fullerton

5. Oliverio Toscani • Italian photographer known for designing controversial ad campaigns for Benetton from 1982-2000 • Started as the Art Director of Benetton Group • Resigned after “We, On Death Row” controversy

6. David Kirby dying of AIDS in Benetton Pieta print ad Ohio, 1990

7. The image of a set of bloodstained clothing worn by Croatian soldier, Marinko Gagro Yugoslavia, 1994

8. Hermaphrodite awareness campaign 1995

9. “We, On Death Row” 1999 “Benetton apologises over 'death row' ads” June 18, 2001, The Guardian Benetton has been forced to apologise over its hugely controversial "death row" adverts and make a substantial charitable donation after the US government accused the Italian fashion company of misleading officials to gain access to inmates.

10. US Protests Against Benetton's Advertising Campaign

11. Benetton Pulls Pope-imam Kiss Ad After Protest

12. On the 24th of April 2013, the world was faced with the consequences of cheap clothing. The eight floor in Rana Plaza building in Bangladesh’s capital Dhaka collapsed. Tragically, 1,100 employees died as a result of the collapse with 2,515 injured. The Maquila Solidarity Network has stated that this and other buildings have collapsed ‘as a result of factory owners violating building codes and health and safety regulations.’ Bangladesh

13. Over a week after multiple parties found condemning evidence, the Italian clothing company Benetton admits that it bought clothes from the garment factory in Bangladesh that recently collapsed and killed over 800 people. “Benetton Finally Admits Its Role in the Bangladeshi Garment Factory Collapse” May, 2013, The Wire: News from Atlantic

14. Angora Rabbit Fur Protest by PETA Benetton Bans Angora After Thousands Take Action After an unprecedented investigation by PETA Asia of angora rabbit farms in China, the source of 90 per cent of the world’s angora, revealed that workers violently tear the fur out of rabbits’ skin as the animals scream in pain.

15. Do you believe Benetton is sincere in its efforts to promote social causes through its advertising?

16. Yes They are sincere in promoting social causes Through advertising. • Benetton tried to impart awareness of unspoken problems like power, sex, race and war • The company wanted to start a buzz about the issues at hand • The disturbing graphics aimed to imprint long- term thoughts to the minds of the audience • The company wanted to start a buzz about their brand Do you believe Benetton is sincere in its efforts to promote social causes through its advertising?

17. Yes However… • They used pictures without captions that were prone to misinterpretation • Benetton failed to communicate clearly their purpose despite their sincerity (AIGA, 2006) “The Photo That Changed the Face of AIDS” Nov. 25, 2014, Time Magazine Do you believe Benetton is sincere in its efforts to promote social causes through its advertising?

18. Compare and contrast the controversy over the “We, On Death Row” advertising campaign with the controversies generated by the earlier campaigns of the 1990s. Do you think Americans would respond differently than, say, Europeans? Why?

19. The “We, On Death Row” campaign was in line with all their previous campaigns. • For years, Benetton Group repeatedly created controversy with their provocative statements and scandalous graphic (Kraidy & Goedderts, 2003) • People reacted negatively, saying it is an exploitation of the suffering of victims of disease and terrorism • Like their other shockvertisements, “We, On Death Row” gained more criticism and labeled “worst ad” compared to previous ads Compare and contrast the controversy over the “We, On Death Row” advertising campaign with the controversies generated by the earlier campaigns of the 1990s. Do you think Americans would respond differently than, say, Europeans? Why?

20. The issue of capital punishment was worth exploring but “no brand has the right to increase no brand has the right to increase its sales on the backs, on the misery, on the fates its sales on the backs, on the misery, on the fates of condemned men and women of condemned men and women” – Bob Garfield • The negative response of Americans were caused by the ad attacking a legal practice accepted widely by the American public • Europeans would be more offended than American about the ad (Kraidy & Goeddertz, 2003) Compare and contrast the controversy over the “We, On Death Row” advertising campaign with the controversies generated by the earlier campaigns of the 1990s. Do you think Americans would respond differently than, say, Europeans? Why? • Europeans feel that capital punishment has no place in a democratic society (Keegan & Green, 2005)

21. There is a saying in the marketing world that “there is no such thing as bad publicity.” Does that apply in the Benetton case?

22. Yes It applies in the Benetton case that there is no such thing as bad publicity • The company has no control over the interpretation of the ads • The ad with a black woman nursing a white baby was banned in US but awarded at France and Italy • US consumers are more sensitive – US makes up only about 11% of Benetton’s total revenue There is a saying in the marketing world that “there is no such thing as bad publicity.” Does that apply in the Benetton case?

23. In developing effective communications in marketing, an appealing design is important • Benetton used emotional and moral appeals • Emotional appeals attempt to provoke positive or negative emotions that will motivate consumers to purchase their products • Moral appeals are used to exhort people to support social causes • Benetton has since then been remembered for their controversial ads “Most good ads are forgotten after 6 months, but who still remembers the Benetton ad with the priest kissing a nun? Ten years later and people remember! That’s immortality!” - Oiverio Toscani There is a saying in the marketing world that “there is no such thing as bad publicity.” Does that apply in the Benetton case?

24. Assess Benetton’s efforts to boost sales in the United States. What recommendations would you make to management?

25. • Benetton was gaining success for its ad campaigns in Europe but not in US • With the number of US store declining Benetton, they launched more conservative ad campaign to win Americans back Assess Benetton’s efforts to boost sales in the United States. What recommendations would you make to management?

26. Benetton shifted from social issues in the US and focused in creating ads similar to other apparel companies to increase market share • The company did not receive as much admiration for their campaigns in other countries • It is not advisable to go against the cultural barriers of the host country (SRC matters) • To increase sales in US, they have to keep par with competitors in terms of management, quality, and design • Best that they provide themes for social awareness in a milder way acceptable in the US Assess Benetton’s efforts to boost sales in the United States. What recommendations would you make to management?

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