• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Discuss the controversial nature of Benetton's advertising campaigns, paying close attention to the "Benetton Baby", "David Kirby" and to the recent "Sentenced To Death" adverts.

Extracts from this document...

Introduction

Discuss the controversial nature of Benetton's advertising campaigns, paying close attention to the "Benetton Baby", "David Kirby" and to the recent "Sentenced To Death" adverts. I have recently been studying 3 controversial adverts published by Olivierio Toscani for the clothing manufacturer "United Colours of Benetton". These three adverts of which I am going to scrutinize as part of my essay have been posted up on billboards across the globe, together they accumulate to make some of outrageous and notorious advertisements ever created by a highly recognised clothing manufacturer. The first advert is photograph of a newly born child, still attached to his unbiblical cord, "the Benetton Baby". In the late nineteen nineties Toscani released a picture of a man dying from AIDs, on his deathbed surrounded by his family. Thirdly Toscani produced a series of photographs featuring inmates on the American death row. Some members of the public found these adverts distasteful and disturbing. However others felt that the adverts were acceptable. The clothing line first began production in the late nineteen seventies. The owner is Luciano Benetton; he began his empire in a small store in the north of Italy, after many years Luciano became one of the most successful independent retailers. Until his kingdom collapsed and eventually regained power over the global clothing industry. ...read more.

Middle

This enhances the quality by emphasising the background to make the child stand out. This advert could cause people great distress particularly couples who are infertile or have been bereaved of one of more of their children. When the advert was primarily published in nineteen ninty one the Advertising Standards Authority (ASA) received over eight hundred complaints about the advert which had been described as "widespread controversy" however considering that the advert had been posted up on bill boards globally and that millions upon millions of people must have seen this image, I would not consider this to be widespread. The term "controversial" means to "create widespread or global argument". The ASA are a governing body that responds to the publics concern about offensive material. The agency has been in operation for over four decades. The "Benetton Baby" advert had received the most complaints to the ASA in the forty-two year history of the monitoring and approval organisations. The second controversial that took the world by storm was the "David Kirby" advert a man aged forty- five on his deathbed dying from AIDS. The man has his entire family surrounding him; the man covers approximately 50% of the image. The family is crying or have deeply sad expressions on their faces. ...read more.

Conclusion

This suggests that they are challenging us, and nine time out of ten we stop and think about these questions. I think that Benettons adverts are acceptable as photographs but as adverts they are totally unacceptable, because they have nothing to do with advertising clothes. I think that Benetton has done this for publicity possibly to advertise the company although that would not make people want to go to his stores, or simply to promote these epidemics these natural occurrences and these dreadful things that people are doing. The adverts are partially exploitive but not at all gimmicky. I think that these adverts are designed to make us think about what we are doing to ourselves and how we could end humanity. I prefer the "Benetton Baby" to the "David Kirby" but the "Sentenced To Death" to the David Kirby" I think that all of the adverts are controversial in their own different ways for example "Benetton Baby" could offend infertile couples. The "David Kirby" could offend people with AIDS, and "sentenced To Death" could offend people with family on death row. So I can't say that ones more controversial than another, but what I can say is there all controversial in their own different way. 1,692 words. 4 pages. 14 paragraphs. 171 lines. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Marketing essays

  1. Free essay

    Compare the advertising campaigns for Benetton and Barnardos. How do both aim to attract ...

    This represents a bleak life for the persona in the image, except one small part which seems to be being almost guarded by the Bernardos logo. Also the use of colourful clothing on the child shows us that though he is put into an adult situation and his life is bleak, childishness remains and isn't completely destroyed.

  2. The two media adverts I have been studying and analysing are Bionicle and Barbie ...

    their target audience but there could be a lot more room for improvements. I feel that the Barbie advert could become a much better advert if they use more effects, such as if they make the Barbie and the rest of the characters in the advert talk a bit, which would make the characters look amazing.

  1. Practical Production - produce a womans magazine featuring true to life stories.

    The story that I chose for my double page spread is about a teenage girl who has been sexually abused since the age of 5 by the one man she should trust and feel safe around...Her father! The story has been told by Rebecca Byles which was Jodie's carer four years ago.

  2. Guinness 'Surfers' Coursework. Wherever we look, we are bombarded by adverts and advertising campaigns.

    He is not the stereotypical surfer, as he is slightly older and less muscular. This conjures a mental image of experience. The choice of character is extremely pertinent as he will be somewhat of a role model to Guinness's target audience.

  1. A Study of Advertising.

    A long shot shows less surroundings and a person can be seen in minor detail. A full shot shows a full body from head to toe and only includes the surroundings that can be seen behind the person and can be used to show a person's body language.

  2. The role that advertising plays in the world today.

    There is a bear pointing at the billboard holding a mug that says 'worlds greatest dad!' More towards the top of the page there is a tall sign in bright lights that has the message 'another reason to be orange.'

  1. Produce a communications campaign for an aftershave called Blizz.

    When dealing with commercials there are hundreds of options. Our base price for a 30 second spot is �549. This price is cheaper than almost any other production company out there. For this low cost you will get the following: A digital commercial with a film look that separates it from the majority of local advertising, Scripting, Editing, Storyboarding, and Directing are all included.

  2. The intention of doing this treatise is to deconstruct and scrutinize a cake advert ...

    Finally there is a female hand holding a fork that is in the shape of a devil's trident. The coloured background of the slogan seems to be a rich textile creating an undulating effect. The colour used is a combination of dark and lighter red giving the effect of a rich texture.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work