What Is Benetton Shock Advertising?

What Is Benetton Shock Advertising? Advertising is a means to communicate a product, service, or idea to a target audience. Companies use a variety of advertising forms: television, radio, newspapers, magazines, internet webpages, and word of mouth to send their message to the consumer. Companies use advertising to try to convince the target audience their product is what the consumer needs or is better than what is currently in use or is invaluable for everyday life. The focal point of most advertisements is the product that the company is trying to sell to the consumer. Advertising in the case of the Benetton Group change the way the world viewed advertising. The Benetton Group used shock advertising to promote their products. Benetton did not use their products in the advertisement, instead; they used graphic photos to grab the audiences attention. The company place their slogan and firm name United Colors of Benetton on the advertisements. The concept that Benetton was going for was to shock the audience with vivid photos that would capture the attention, good or bad. However, the company used this technique to insure that the audience remembers their name. This advertising worked. Benettons most known advertisement campaigns were: a dying AIDS patient, priest kissing nun T-shirt, a Bosnian soldier, enemies, military cemetery with Star of David, ship with refugees, HIV positive patient, gunman with bone, oil-polluted duck, and child labor. Benetton claim the campaigns derived from well-known causes that are of political or social in nature. The campaigns sparked a worldwide debate. Should a clothing manufacturer use such graphic advertising campaigns? Would there be legal ramifications? Would a profit result? The first company to employ shock advertising, The Benetton group truly shock the world with the intent to increase name recognition. The companys risk was astronomical. Would consumers, either disgusted or enthused, venture to see what Benetton was or just dismiss the advertising play? The Benetton group was counting on the shock advertising to boost their name recognition with consumers. The shock campaigns indeed created controversy throughout the world. The controversy was so great as evidenced in news articles, news television and on the internet. The Benetton group received free publicity, sparked by the debates on whether the company had the right legally or morally to use such graphic images and not the traditional advertising promoting the product that they sold. Lawsuits were filed clamming Benetton violated laws in Germany section one of the Law Against Unfair competition (Brandstaetter, ND, ¶28) along with violating human dignity. The German judge ruled that legally the advertising did not violate the law because competition can be classified by product or brand name. The German courts ruled that Benetton did not violate human dignity because photographs and pictures are one form of the expression of ones opinion (Brandstaetter,ND, ¶36). The Benetton group gained worldwide name recognition. The internet is key to many worldwide hatters of Benetton. One such blogger entitled their page Benetton A DISGRACE TO US ALL (Grimsbygal, 2001,). The blogger felt the need to voice disapproval and encourage boycotting Benettons products when shopping. Grimsbygal (the blogger) expresses that Benetton is insulting people and causing widespread offence with their shock campaign. Benetton brought wide controversy with repeating the shock campaign repeatedly. David Croth, a Brand Manager for a competing clothing brand, wanted to know what dose shock advertising has to do with clothing. Clothing products are the tamest product on the face of the planet. Do activists wear cute little tennis sets? (Brandchannel, 2003,  ¶2) Davide Giliati a graphic design student said, A company can only do so much shocking in a period of time, without boring the audience. (Brandchannel, 2003,  ¶5) Shock can bring attention to a company. However, over time the brand looks hollow if the product lacks edge, and shock is then seen as marketing puff without substance. (Brandchannel, 2003, ¶6) The Benetton Group claimed they were using social activism to base the shock campaigns. However, the risk of Benetton using activism in their campaign was alienating a large group of their target audience. Sears, Roebuck Co. stopped selling Benetton products in February 2000 because of threats of boycotts by victims rights groups. (Marketing New, 2000) Shock campaigns can bring huge public debate and brand recognition. Benetton became advertising pioneers because their social concerns were sincere and true to their core values. The question remained if such advertising could bring repeat customers. Unfortunately Benetton did not seem to take the opportunity its reputation brought to match cutting edge campaigns with cutting edge designs and so inevitably sales dropped. (Brandchannel, 2003,  ¶12) The bottom line for Benetton was that because of the controversial campaigns, their company joined the top five recognized trademarks of the world. (Brandstaetter, 1997, ¶41) Dale Lee, President of Smack Inc has stated that Benetton wasnt about cause marketing; it was about passion. Of course, you want to buy from a company with passion. That is what Toscani brought Benetton, and thats whats missing without him. (Brandchannel, 2003 ¶26) The Benetton group, in the sixties, developed a unique way to manipulate how they dye their sweaters giving them a competitive advantage. Benetton could dye their finished products to meet the changing fashion trends. Prior to this period of time, the company had to dye the unwoven fibers, taking longer to keep up with the ever changing fashion trends. The united colors concept spread from encompassing the different races to the ideas of tolerance, peace and respect for diversity. (UCB advertising presentation, nd,  ¶5) Olivero Toscani the creative mind behind Benettons shock campaigns brought to light that behind every great idea was a controversy and the world is better off because of this awareness. Art represents the edge and of course the edge cab makes people feel uncomfortable. But its also a matter of the person you are talking to: personally, I think the rain is uncomfortable. But try making that argument to a fish. Toscani (AdAge Global, 2001,  ¶12) Toscani states that sometimes advertising is art, but art is always advertising. (AdAge Global, 2001,  ¶16) Toscani comments that agencies get huge budges, but the money is wasted because the strategies are decided upon by managers, economists, accountants, and focus groups not the artists. In the past, patrons had the sense to tell Michelangelo what they wanted and they left it to him to decide how to do it. But it doesnt work that way anymore. Everyone thinks he can be an artist or at least tell the artist what he should do. (AdAge Global, 2001,  ¶21) I could agree and disagree with the way Benetton chose to advertise, however, my opinion is irrelevant because there will always be someone who will chose the opposite. Art, journalism, and advertising can in one form or another cross each others realm and should not make any one right or wrong. Art, journalism, and advertising are all born from a creative notion and expressed differently to meet the individual need. If an artist sees two women, kissing the artist might be inspired to paint a picture of the romantic act. If a journalist had seen the two same women kissing, would they be inspired to write about the women, maybe in the sixties when two women kissing had been taboo. Lastly, if an advertiser had seen the same two women kissing could the images inspire an advertising rationale of sex sells. Toscani makes two powerful points about logos the Renaissance was just advertising for the Vatican, and the cross is the most effective logo of its time and even the swastika was a logo, a powerful logo. (AdAge Global, 2001,  ¶17) Who has the right to chose what is right or wrong with Benettons advertising choices? No one, everyone has the right to agree or disagree with campaign tactics. The one thing nobody can deny is that the ads worked. When Toscani left Benetton, annual sales were more than twenty times greater than when they were when he arrived. (AdAge Global, 2001,  ¶14) The success of shock advertising for the Benetton group opened the doorway for other companies to use similar types of advertising campaigns. Nonprofit organizations have adopted versions of shock advertising, because nonprofit organizations have to compete with corporations that typically have larger advertising budgets to work with. Nonprofit organizations stand to benefit more from the viral effect these ads create. (Shock Advertising, 2009,  ¶1) The anti-smoking campaigns use strong but to the point methods like a photo on the back of a bus with a persons face with the mouth over the exhaust pipe representing exhaling a cigarette with the simple phrase that says Ready to quit? (Shock Advertising, 2009,  ¶2) Anti-smoking advertisements do not stop there they also have two different commercial, one where they are cutting a brain open to show an aneurism and the second where they have an artery and someone is squeezing buildup out of it. These advertisements may be considered gr oss but the ads communicate their point that smoking has many health risks. The campaign to stop drinking and driving uses shock advertising, they show a picture of a mangled car with a tarp covering a body beside the mangled car on a blood stained road, to point out the fact that drinking and driving can kill. During prom season many chapters of the stop DWI chapter will employee the assistance of high schools to allow them to put a mangled car in front of the school with a sign that says drink plus driving equals, implying the mangled car. Shock advertising pushes ethical and societal boundaries by publicizing images and ideas that are often culturally taboo or inappropriate. (Shock Advertising, 2009,  ¶5) In the case of two similar advertisements the first is a man and women in bed about to have unprotected sex, one asks the other how many partner have you had. The reply is only a couple and you only a couple. The bedroom then fills up with men and women with the caption unprotected sex means you are sleeping with everyone your partner has. Such nonprofit advertisement helps stop the spread of aids and other sexually transmitted diseases that requires the use of protection. The second was similar but contained two men with a similar outcome with the caption without a condom, this, along with AIDS, is who you make love with. Protect yourself. (Shock Advertising, 2009,  ¶8) Major corporations use Shock advertising in their training videos. Mc Donalds in the late eighties showed a training video of a young person losing a ring in to the deep fryer and reaching in to the fryer to retrieve the jewelry. Mead Westvaco has used videos with real people, one person reached in to a running machine and loosing fingers, another was changing a battery on a reach truck without safety equipment and having a battery explode covering the person in acid. Automobile manufacturers have used forms of shock advertising, taking an automobile and simulating a crash with crash test dummies crashing through the windshield, stating do not be a dummy buckle up, seatbelts save lives. Victoria Secrete had controversy with their television advertisements. Most women found that in a womens magazine the advertisements were fine. However, when the first Victoria Secrete advertisement aired on the television many married women were appalled that their husbands could see sexy models in slinky lingerie creating controversy. However, like with all shock advertisements the shock fades and the controversy either becomes part of everyday normality or goes away. Greenpeace has used a fun form of shock advertising in their stores. With every purchase made the customer receives a bag with an endangered animal on it with a hand reaching up to the handle holes so when the bag is carried the appearance is that the endangered animal is holding their hand. The caption on the bag says, Give me your hand, Greenpeace. (Shock Advertising, 2009) Advertisers strive to meet the demand of their customers with shock advertising like the anti-smoking advertisements and Greenpeace, and traditional advertising. However, advertisers will never meet the demand of every demographic, the best they can do is hope they send the message through to a specific target audience. The creation of shock advertising by the Benetton group created by Olivero Toscani lasted eightteen years when Benetton and Toscani parted ways. The reason for the separation is not clear, because neither Benetton nor would Toscani comment. The speculation was because of the controversy surrounding Toscanis Death Row campaign. The state of Missouri sued Toscani and Benetton for misrepresenting themselves while interviewing four death row inmates in that state. (AdAge Global, 2001,  ¶4) Toscani wife commented after so many years, the decision was mutual she also said it had nothing to do with the death penalty campaign. (Marketing New, 2000,  ¶2) Benettons choice to drop shock advertising has caused a decline in sales. However, there really is no way to tell if the decrease in sales is because of the change in choice of advertising. Benetton could never replace Toscani and if they had continued the shock campaigns, the company still would not be the same. Benettons choice might be beneficial for them in the long- run as long as they invest in their products.

A Heritage Of Smallness

The Philippine population increases much faster than our economy. Our country indeed has been as slow as snail when it comes to the aspect of development. It takes a lot of years, even decades for us to be able to take a leap towards one step of modernization. Other countries like for example our neighbor, Singapore, which has been colonized by other more powerful country had been able to get up and make them selves more productive. But throughout the years, the Philippines had remained stagnant with their status in the world. Instead o becoming more globally competitive, we tend to just always sit down and relax and just accept the fact that our development is deteriorating. In Nick Joaquin's essay, â€Å"A Heritage of Smallness†, he emphasized how the Filipino people can be so much contented with all that is small, all that is little and all that is just enough. A child who was born from a poor family would most likely be poor for the rest of his life. It would be a common scenario that they, too, will adopt the way of living of their parents. Instead of finding a way for them to have money, they will be contented and just continue blaming whoever they want to blame. â€Å"What most astonishes foreigners on the Philippines is that this is a country, perhaps the only one in the world, where people buy and sell one stick of cigarette, half a head of garlic, a dab of pomade, part of the contents of a can or bottle, one single egg, one single banana.† — This statement without a doubt confirms the Filipino mentality when it comes to finding a source of living. Yes, on the brighter side, it may show or represent how the Filipinos are willing to do anything and everything to have money. But what Nick Joaquin probably wants us, Filipinos to do is that we should think of a realistic and achievable way for us to have money. A way wherein we would be able to suffice our everyday needs and at the same time save money. If for example, a cigarette vendor sells P1.25 per one stick of cigarette. If let's say that he was able to sell 100 sticks for the day. His income for the day would only be P125.00. This is just enough for a man without a family to support. But what if this cigarette vendor has a wife and has 3 children? How will he be able to meet the needs of his family and at the same time save money? Impossible! This man would most likely still be a cigarette vendor after ten years. We see, this kind of mentality of being too laidback is the reason why we are still suffering from slow economic growth for a long time. Even those in our government have been so lax thus, nothing is happening to our economy. It was also mentioned in the essay that the Filipino's day starts at six or seven in the morning and ends up sometimes late. Unlike other countries whose day would start at around nine or ten in the morning and ends at exactly 5 pm. But despite this difference, they still â€Å"pile up more mileage than we who work all day and all week†. This is one of the mind-bugling realities of the Filipino Life. What do we really do when we are at work? Are we really that productive? Or are we just pretending to work just because of the salary at stake? Next is the Filipino's NINGAS-KUGON mentality. We are â€Å"used only to the small effort, we are not, as a result, capable of sustained effort and lose momentum fast†. The Filipino people are very much eager to work just for the first couple of months, first couple of weeks or even for just the first couple of days. We lack the willingness to prolong our level of zealousness to work. The reason behind that is we are so impatient. We always want an easy way to everything. Which, I guess is such a lame reason for us to work. We should always develop a vision of the future and continuously strive to attain it. Isn't it that most employees transfer from one firm to the other? There most common reason would be that they are not happy with their work. But the question is, when are they going to be happy with their work? IF they are already old and the firms are the ones who throws them out for the business needs younger ones? Our love for our culture and tradition hold us back hence, hindering us from further development. â€Å"One could go on and on with his litany† — This means that it is the people's choice whether they want us to grow our not. We often make the past colonization of our country as an excuse that we were greatly influenced by foreign ideas that is why we have difficulty in moving on and reaching for modernization. But since we know this dilemma, why won't we figure out a way to unlock the chains of colonization that has been hampering our maturity as a nation? Filipinos talk too much that they forget that they have a lot of catching up to do. They are too busy boasting about things that would not contribute to any aspect of the society. If we talk less and work more, then I guess that will make a great difference. What is happening in our country is that instead of making extra effort to be able to be globally competitive, we think less and less because we are stopped by the thought of not actually making it. We have plenty of natural resources. All we have to do is to think creatively for us to be able to develop something that would catch the attention of the world. We all know that there are lots of Filipino people who are skillful in so many fields. What we need to do is to not stop at one invention. We should be always challenged. Never stop creating new things. We should make the world know that we can be something and not just a mere source of their raw materials. Lastly, the thing I'd like to point out is the fact that the Philippines, despite the relatively large and growing population, always â€Å"splits like amoeba†. Instead of working hand in hand for our country, we have this crab mentality wherein we always want to pull successful people down. This, I may say is such an obvious factor why we are getting smaller and smaller. For example, in politics, we usually split into groups and continuously find a way to let others down. We don't get anything advantageous from that. We just scare away foreign investors who, in reality are the ones who can help us in our present economic endeavor. To sum this all up, I'd like to reiterate two things. First is that we, the Filipinos should strive for the betterment of ourselves as well as of our country and be not just contented with what we have – We all should learn to aim high. And secondly, instead of always splitting into groups, we should learn to be cooperative and work hand in hand for the development of our country. Let us avoid making excuses that a big crowd is too much to handle. Let us be optimistic. Let us put in mind that a big crowd means there would be a lot of manpower that would build up and invigorate a once sleeping nation.

Antisemitism in Mein Kampf Essay

Mein Kampf is a book of two volumes authored by Adolf Hitler. The first volume was written whilst dictated to Rudolph Hess and Emile Maurice in Landsberg prison where Hitler was sentenced to following the failure of an attempted coup d’etat of the Bavarian government in 1924. Mein Kampf is significant amongst historiography as it is thought to be an insight into the mind of Adolf Hitler. This book is not only autobiographical but full of memoires and political ideologies, which have subsequently sparked debate as to whether this piece of primary historical evidence can be regarded as the blue-print for Hitler’s future ambitions. An intentionalist view by Historians’ such as Lucy Dawidowicz, argues that the Holocaust was the result of Hitler’s long term plan, whereas the functionalist perspective by Historians’ such as Christopher Browning is of the result of a competing agents within the Reich to answer the Jewish question. Chapter 11 of Mein Kampf: Nation and Race, shows to comprehend with the intentionalist interpretation that this did indeed set the foundation for Holocaust as a propaganda medium. Chapter 11 of Mein Kampf is a race rhetoric that advocates social-Darwinism in favour of the German Aryan race and even justifies war with the ‘racially lower’. This chapter refers to natural selection within humanity as the will of nature and of God. The word ‘Nature’ is emphasised being mentioned 20 times within the passage purveying it as a natural process. The mixing of genes with ‘lesser’ races are referred to as a sin against God, in which context Jews are included. Language used in this passage has been described as using metaphors to enforce racial prejudice, although evident is how the use of language has not only been used for easily digestible comparisons, but also as graphic and horrifying, such as ‘blood poisoning’ when describing breeding with a ‘weaker race’. Also described are the consequences of the integration of races and given examples of how this would be catastrophic for humanity. In regards to the book as a whole, anti-Semitism is consistent throughout Mein Kampf and is evident of Hitler’s hatred of the Jewish people, with quotes of ‘real’ Germans surviving in the war if a great number of Jews had been killed with poison gas. Mein Kampf was written at a time when Hitler was banned from public speaking. This indicates that the production of Mein Kamp as composed as a method in which Hitler could communicate with the public legitimately. Volume 2 of Mein Kamp is also said to be written in plain spoken language. This indicates it was written for all people to be able read, proving it as a propaganda tool. After Hitler’s Chancellorship in January 1933 Mein Kampf was eventually introduced into schools, placed on trains and presented to every bridal couple. The mass circulation of this book again proves only t o show it as a propaganda medium. Anti-Semitism was not unique to Mein Kampf and was a keen topic of Hitler’s in many political statements given in meetings. Hitler exclaims in September 1919 that the Jewish people are a race and not a religious community, and how this race are corrupt and disliked by a large section of ‘our people’ through emotion. A year later he states that a German citizen can only be one of German blood. As head of the Nazi party Hitler placed Joseph Goebbels as the head of Nazi propaganda, who wrote in the anti-Semitic newspaper ‘Der Angriff’ from 1926. In here is written how Jews’ are destroying the German community and how they must be removed from the community or they will ever corrupt it. Hitler’s ‘last will and testament’ written hours before his suicide tells of a hatred for Jews and also blaming the Jews for the war. These sources prove that Mein Kampf was not just a unique rant of anti-Semitism, Hitler believed in this hatred of the Jews’ evident here as early as 1919, days after his first attendance at a DAP meeting. This reinforces Mein Kampf as weapon of anti-Semitic propaganda at a time when Hitler could not address the public in person. Another element that points to this being a blue-print for the Holocaust was that Hitler wrote (or dictated) Mein Kampf with the intention of becoming a fascist style leader, but not only a leader, the chosen one and almost messiah-like. The failed Beer-Hall Putsch in Munich was directly influenced by the success of Benito Mussolini’s March on Rome which had immediately led to his appointment of Prime Minister of Italy; proving Hitler’s ambitions before he authored Mein Kampf. This shows Hitler always had the ambition of become a fascist style leader in Germany who would have had the power, with support from the nation, via propaganda, to eliminate the Jews from Germany. Although the ‘chosen one’ notion comes into play when in Mein Kampf it states that â€Å"Fate will someday gift the nation with a man endowed with the purpose of leading the nation out of a great depression and elimination of a bitter distress†. The elimination of a itter distress can only be regarded to ‘the Jewish problem’ as anti-Semitism is a recurring theme in the book, but Fate sending this man who is made for the job sounds messiah-like, which with Hitler’s proven ambition to become this leader would mean that if this propaganda was effective, he would become the ‘chosen leader’ and his book of propaganda regarding anti-Semitism and social-Darwinism would almost become a gospel. Joseph Goebbels exclaimed in 1941 that one of his notable achievements in propaganda was giving the nation complete confidence in Hitler by giving him a metaphoric halo of infallibility. An edition of Der Angriff from 1935 entitled Der Fuhrer’ by Joseph Goebbels states of how the Fuhrer is divine as â€Å"all of his actions stand under the power of a higher power† and Fate has provided the German people with Adolf Hitler. Again here it is evident of Adolf Hitler being propagandised as divine, and a divine leader would command the subordination of his subjects who would in return strive to please him. Mein Kamp is an intentional method of propaganda to be used at a time when Adolph Hitler was unable to communicate verbally with a gathering of people. Mein Kampf advocated Anti-Semitism, and Chapter 11: Nation and Race with a dramatic use of language strongly advocates social-Darwinism and justifies a war with the ‘lower races’ of peoples. Hitler always had, before and after Mein Kamp, an ambition to become a fascist style leader in which he had total control, which was propagandised during the construction of Mein Kampf as being appointed by higher powers and made out as messiah-like. This reinforces the intentionalist view of the Holocaust to be a result of Hitler’s long term plan. Historian’s in future research may want to consider the ‘divine leader’ messages propagandised by Hitler, in regards to the intentionalist/functionalist argument. This analysis of Chapter 11 of Mein Kampf has evaluated the context of the chapter within the book, the message within as well as examined the language used. The significance of the document as well as the purpose of it has been considered, as well as having reinforced a current historiographical debate.

Ethical Policies Vs. Corporate Social Responsibilities

Ethical policies vs. Corporate social responsibilities In ordinary life Ethical policies and CSR actions are commonly used and have certain overlapping, but there are contradictions between the two [1]. Ethical policies Let us come to general meaning of ethics. It is much dependent on individual’s inner voice, individual’s conduct of what is great or awful and senses make use of right or off-base. Presently apply this as business definition, the ultimate goal of the company is to make profits and there can be either positive or negative Impact by the company on operation of business. Simply business ethics is the behavior of the business in accordance with the society or community [1]. Unilever Company Code of Practice Paul Polman (CEO) of Unilever Company reported that its business earned reputation based on integrity and interests in accordance with people, employees and brands. By investing for growth and making good balance over short term and long-term interests. Making sure code of practice should have practical values over day-to-day business and each one took after standards. Definite Information has been delineated in Table-1 [2]. Table-1: Code of Business Principles focuses on: Standard of Conduct Works with Honesty, Integrity and openness. Obeying the law Follow tenets and regulations of country in which the company is established. 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