The UNHATE foundation by Benetton

Résumé du document

Benetton is an Italian fashion brand founded in 1965 by Luciano Benetton. Basically based in Italy, this brand is nowadays located in 120 countries and owns over 6 400 stores around the world. This company has built up its strong reputation through its particular and different advertising campaigns.

Benetton Company's vision of world is clearly well defined; this brand has chosen to share a global idea due to a universal form of communication. In order to increase its notoriety and value to its own brand name, Benetton's adverts promote the brand not through various fashion products representations but only through civil, social, religious or even political themes. This kind of innovation has built the high and precious Benetton world renown.

Extraits

[...] North Korean leader Kim Jong with South Korean President Lee Myung-bak Two other UnHate adverts have been realised by Benetton. One representing Barack Obama kissing Venezuela's leader Hugo Chavez and another one showing the Pope Benedict XVI kissing Ahmed Mohamed el Tayeb, an Egyptian imam. II. Adverts' power and their impacts on the public In my opinion, advertising is the best way to generate a specific message to a specific audience. In marketing field, the content message promoting a product must be suitable for the brand values in order to attract many people, increase its success and, or boost firms' target's willingness to support specific causes. [...]

[...] The main issue of this advertising campaign is to share the idea of equality around the world and within humanity. The tolerance theme is also highlighted by different below pictures. The speech topic and the mission of this advert campaign were clear, Benetton wished to make people realize that society should impose a single solution: the UnHate behavior. The UnHate campaign is composed of several billboards; adverts below are examples of some of them. Israeli Prime Minister Benjamin Netanyahu locks lips with Palestinian President Mahmoud Abbas. German Chancellor Angela Merkel and French president Nicolas Sarkozy. [...]

[...] Works Cited: "Benetton Withdraws Ad Campaign Image of Pope Kissing Egyptian Imam after Vatican Complains It Is Disrespectful." Mail Online Nov Web . Berkowitz, Joe. "World Leaders Lock Lips For Benetton." Co.Create. Web . "UnHate Foundation." UnHate Foundation. Web . "United Colors of Benetton: Clothes, Accessories and Fashion Trends." United Colors of Benetton. Web . "The Foundation." Benetton. Web. [...]

[...] By this way, advertisings are able to create some communication aspects. This is why cultural awareness in advertisings is extremely crucial to lead people to the right signification. In advertising world, the message's meaning can be influenced by people culture and expectations. Different people with different cultural frameworks can be lead to interpret same symbols or representations differently. By this manner, strong and well-known companies need to be careful with their promotions because unethical advertisements can lead to wrong message. [...]

[...] Benetton is the only fashion brand which promotes its image through political subject rather than clothes or models pictures. This company is open to the idea of diversity and want to spread this idea over the world. Dialogues and point of views created by this advertising campaign have been divided into two groups. Indeed, companies need to be careful because unethical advertising campaigns can lead to wrong message or disinterest of the target. Yet, one main idea has been retained; communication within the world needs to change and people need to go beyond borders. [...]