• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month
  1. 1
  2. 2
  3. 3
  4. 4

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...


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.


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.


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

    as Bionicle may only focus to sell their products in the UK. I believe that the use of words selected into the Bionicle adverts is not goods as their target audience is boys between the age of 8-11 and I feel the words "habitants, adapt, mysterious."

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

    and reaches the mountains it gets to its lightest and has a white outline around the peaks of the mountain lines. In the bottom right hand side of the advert there is the orange logo that is always included in an orange advert just to make it more authentic.

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

    Options include Production Music, Voiceover, and Professional Actors. Newspaper advertising includes all advertising, promotion and similar campaigns that are carried in daily or weekly, local or national newspapers. Television advertising includes all advertising, promotion and similar campaigns that are carried through the medium of television. Also includes a range of other television advertising techniques, such as product placement.

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

    The cake also has this rich red colour in two of its layers and the part coloured shavings that cover the outside of the cake. They persuade you to buy their product through the 'Temptation'. By looking at the cake the reader will like it and want to but the product.

  1. Compare the advertising leaflet for Christian Aid with the leaflet produced by the rspca.

    The leaflet tells you what the aim of the charity is and why it is doing what it is. It then goes on to give information referring to animal cruelty and what the audience can do to help. The charity tells you what they found and true-life experiences of some

  2. Analysing Coca-Cola advertising.

    on the bonnet of a car, he also has a portable stereo near his head. In this poster most of it is taken up by the man who is lying down, again as in the other posters the focus is a healthy and attractive man.

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