scroll to top
Stuck on your essay?
Get ideas from this essay and see how your work stacks up
Word Count: 2,654
United Colors of Controversy Shock Value in Benetton Advertising It is a common practice of advertisers to appeal to the emotions of consumers in order to sell a product Over decades advertisements have evolved to a greater focus on social institutions rather then the product itself Nonetheless the Benetton retailer distinguishes itself by its utilization of attention grabbing and often times shocking imagery When flipping through the Benetton catalogue consumers are hard pressed to find the prices of sweaters or khaki pants Instead we see images of a priest nun kissing a white woman nursing a black baby and in its latest campaign - death row inmates Although the Benetton Corporation claims to be promoting social consciousness its practices evidence profit motivation and extreme consumer manipulation Perhaps the clearest indicator of company philosophy in the 21st is the Benetton web site More and more internet sites are catching up with print ad counterparts in the use of symbols and images to make the consumer feel good about purchasing a product Often times these web sites are intentionally distracting When visiting nikecom I was able to design my own sneakers read profiles of female athletes make a donation to a Childrens relief fund and even check the local weather forecast Although I could do all of these things in my choice amongst thirteen languages I was unable to find the prices of Nike sneakers Benettons web site Benettoncom is likewise functionally distracting when trying to use it for information about Benetton clothing There is an area where you can browse Benettons fallwinter collection but the clothes are not prominently displayed and no prices are listed When you click under sweaters for example a new window is opened with a large image of female wearing an orange turtleneck sweater However the viewer can only see the piece of clothing from the neck up The more substantive sections of Benettoncom are its image galleries Benettons Colors 47
@Kibin is a lifesaver for my essay right now!!
- Sandra Slivka, student @ UC Berkeley
Wow, this is the best essay help I've ever received!
- Camvu Pham, student @ U of M
If I'd known about @Kibin in college, I would have gotten much more sleep
- Jen Soust, alumni @ UCLA