PowerPoint Presentation

A Case Analysisin International Marketing

TeodoroSenoranRasMartinezBrionSamson

Benetton Group S.p.A.: Raising Consciousness and Controversy with Global Advertising

SHOCK ADVERTISING

Shock Advertisingor ShockvertisingAdvertising that startles and offends its audience by violating norms for social values and personal idealsSeeks to stand out against the media clutterAttempts to exploit a violation of normTo grab attention and increase awarenessGenerates publicity by making buzzPromote memory retention of an issue

Source: California State University Fullerton

Oliverio ToscaniItalian 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

David Kirby dying of AIDS in Benetton Pieta print adOhio, 1990

The image of a set of bloodstained clothing worn by Croatian soldier, Marinko GagroYugoslavia, 1994

Hermaphrodite awareness campaign1995

We, On Death Row1999

Benetton apologises over 'death row' adsJune 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.

Antiterrorism and Effective Death Penalty Act of 1996 signed into law by President Bill Clinton

May 2000, three months after the project, Olivero Toscani left the company following the backlash over using pictures of death row inmates. 9

US Protests Against Benetton's Advertising Campaign

Benetton Pulls Pope-imam Kiss Ad After Protest

BangladeshOn the 24th of April 2013, the world was faced with the consequences of cheap clothing. The eight floor in Rana Plaza building in Bangladeshs 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.

Benetton Finally Admits Its Role in the Bangladeshi Garment Factory CollapseMay, 2013, The Wire: News from AtlanticOver 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.

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

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

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

YesThey are sincere in promoting social causesThrough 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

YesHoweverThey 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 AIDSNov. 25, 2014, Time MagazineDo you believe Benetton is sincere in its efforts to promote social causes through its advertising?

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?

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?

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?

The issue of capital punishment was worth exploring but no brand has the right to increase its sales on the backs, on the misery, on the fates of condemned men and women Bob GarfieldThe 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)

Europeans feel that capital punishment has no place in a democratic society (Keegan & Green, 2005)

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

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

YesIt applies in the Benetton case that there is no such thing as bad publicityThe 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 Benettons 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?

In developing effective communications in marketing, an appealing design is importantBenetton 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! Thats immortality!- Oiverio Toscani

Assess Benettons efforts to boost sales in the United States. What recommendations would you make to management?

Assess Benettons efforts to boost sales in the United States. What recommendations would you make to management?

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 Benettons efforts to boost sales in the United States. What recommendations would you make to management?

Benetton shifted from social issues in the US and focused in creating ads similar to other apparel companies to increase market shareThe 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

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