design ethics: what i think of benetton’s controversial ads
When Luciano Benetton met photographer Oliviero Toscano in 1982, he was shown that a focus of message over product could be more effective in launching billboards and advertisements. It was during these years that United Colors of Benetton started publishing their controversial ads, with strong messages surrounding race, gender equality, to even world hunger.
Do I fully support putting a corporate brand identity onto an image that speaks in a very confrontational way about certain social issues? Not entirely.
It’s not that I’m offended; these were taken thirty years ago and taking offense to them would be a bit too late anyway. I just think that with this PR reality, as much as the world might think that Benetton was “speaking for justice” and kind of became this social, activist warrior name who confidently pushed these issues forward, I don’t think it was their main focus.
I imagine a meeting room where the executives and creative directors discuss their next campaign, and let’s be real: Everyone’s thinking about how to sell the brand. What message they can use to spark the most public reaction, and therefore place attention on their brand. What picture will be the most talked about for a long period of time so people remember that Benetton did that.
Surely some may disagree but for me, at the end of the day, their motives were probably just 90% marketing and 10% social activism.
And this method still continues to work to this day.
How many times have we seen ads that are controversial these days? How many times have brands poked fun at certain hot topics or news or even political matters? How many times have brands used more “diversity” in their models to make a statement towards the fashion industry?
The nature of marketing and advertising is rapidly evolving more than ever, and this includes them being braver to find unconventional ways to appeal to their target audience. They might still be within ethical rules, but to be fair, they do enjoy floating near the borderline.
Do I hate it though? No. In fact, I respect and admire it. Because at least they’re bringing some meaning to what they’re putting out there. Instead of being bombarded with product sales, I think being bombarded with strong, clear messages that encourage people to think socially is a much better world.
And at the end, if it does the job, which is to sell,
they have no reason to quit.
source: http://www.alistgator.com/top-ten-controversial-united-colors-of-benetton-ads/
