Benetton Company

From the Paper:

"Case Problem
An advertising campaign undertaken in behalf of Benetton stores under the name "United Colors of Benetton." This campaign generated considerable controversy. It was designed as a $60 million ad campaign and produced one controversial advertisement after another, causing critics to speculate about Benetton's motives, whether the company was sincere in promoting the political and social agenda inherent in the messages in these ads or was merely trying to shock consumers into taking note of the company name. Levin notes this issue when he writes that critics had started "to speculate Benetton is making a concentrated effort to present shocking images to gain attention rather than create genuine product advertising" (62).


The issue is whether this campaign is effective for the..."

More papers on Benetton Company:

• Research Paper # 95761 : "Diesel versus Benetton"
• Research Paper # 91984 : "United Colors of Benetton"
• Term Paper # 125134 : "Benetton's Distribution Strategy"

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