1. What are the basic objectives of advertising?

What are the advertising objectives of

Benetton?

Answer- here are three main objectives of advertising:

1. Inform: This type of advertising creates awareness of brands, products, and services. It
educates consumers about new offerings or the features and benefits of existing ones.
Companies might use informative ads to announce new products or educate people about
how their established products work.

2. Persuade: This advertising aims to convince consumers to take a specific action, such as
making a purchase, subscribing to a service, or visiting a store. Persuasive advertising often
highlights the benefits of a product and positions it as the best solution to a consumer's
need.

3. Remind: This type of advertising keeps existing customers engaged with a brand and
reinforces brand loyalty. It's especially important for established products or services to stay
top-of-mind with consumers.

Benetton's Advertising Objectives

While Benetton's ads certainly informed consumers about their brand and clothing, their primary
objective seems to have been different. Here's how their approach strayed from the norm:

 Social Commentary: Benetton aimed to spark conversations and raise awareness about
social and political issues. Their controversial campaigns were designed to grab attention and
get people talking, even if it meant causing offense.

 Brand Differentiation: By taking such a bold approach, Benetton aimed to distinguish itself
from other clothing companies. They weren't afraid to be edgy, and this tactic helped them
build a unique brand identity.

2. Discuss the pros and cons of the shock advertising campaign that Benetton used for many
years.

Answer- The Shock Factor: Pros and Cons of Benetton's Advertising

Benetton's shock advertising campaigns were undeniably effective at grabbing attention. However,
this notoriety came with a double-edged sword. Here's a breakdown of the pros and cons:

Pros:

 High Brand Awareness: The controversial nature of the ads guaranteed Benetton wouldn't
be ignored. People discussed, debated, and remembered the brand, even if they never
bought the clothes.

 Standing Out in a Crowded Market: The fashion industry is full of competition. Benetton's
shocking ads were a way to cut through the noise and establish a unique brand identity. They
weren't afraid to take risks, which some consumers admired.

 Sparking Conversations: Many of Benetton's ads addressed important social issues like
racism, AIDS, and war. While some found them offensive, they undeniably started
conversations about these critical topics.
Cons:

 Negative Reactions: Shock tactics can backfire. People may be offended by the imagery or
feel the company is exploiting sensitive topics. This could lead to boycotts and damage the
brand's reputation.

 Focus on Shock Over Product: Sometimes, the shock value of the ads overshadowed the
actual clothing. Consumers might remember the disturbing image but forget the brand
selling the clothes.

 Difficult to Sustain: It's challenging to consistently create shocking ads that are also effective.
Over time, the shock factor can wear off, and the ads become predictable or even boring.

3. Oliviero Toscani has defended Benetton’s use of shock advertising by noting that it
constitutes nothing less than a debate between advertising and art. He argues that
potentially offensive images are acceptable in the world of art and journalism while in other
realms such as advertising they are not. Do you agree with Toscani’s position?

Answer- There is some merit to Toscani's argument. Art has a long history of using provocative
imagery to challenge societal norms and spark conversations. Similarly, advertising can push
boundaries to grab attention and leave a lasting impression.

However, there are key differences between art and advertising:

 Purpose: Art is often open to interpretation and invites contemplation. Advertising, on the
other hand, has a more specific goal: to sell a product. Shock tactics in advertising can
overshadow the product itself and alienate consumers.

 Context: Art is often presented in a specific context, like a gallery or museum, which
prepares the viewer for potentially challenging content. Ads, on the other hand, can appear
anywhere, from billboards to bus stops, and may surprise viewers who aren't expecting
them.

 Consent: When people choose to enter a museum or turn on the news, they implicitly
consent to being exposed to potentially disturbing content. This consent is less clear with
advertising, which can be inescapable in public spaces.

Ultimately, the effectiveness of shock advertising depends on the execution and context. When used
thoughtfully, it can be a powerful tool for raising awareness and sparking dialogue. However, when
used crudely or exploitatively, it can backfire and damage a brand's reputation.

Here are some additional points to consider:

 Does the shock tactic connect to the product being advertised? If not, it's likely to be
ineffective.

 Is the shock tactic truly shocking, or has it become predictable? As audiences become
accustomed to shock ads, they may lose their impact.

 Does the shock tactic trivialize a serious issue? Shock advertising can be insensitive if not
handled carefully.
Toscani's argument is interesting, but it's important to recognize the distinctions between art and
advertising. Effective advertising should be both memorable and relevant to the product it's
promoting.

4. Can you think of any other companies other than benetton that use shock advertising? For
what type of companies might this type of advertising be effective?

Answer- Here are some other companies known for using shock advertising, along with
considerations about which companies might benefit from this approach:

Companies that have used shock advertising:

PETA (People for the Ethical Treatment of Animals): PETA is famous for its graphic campaigns
highlighting animal cruelty in factory farms and the fashion industry. While these ads raise
awareness, they can be very disturbing.

Snickers: This candy bar brand uses humor to shock, often depicting people acting strangely due to
hunger. Their ads are generally lighthearted and memorable.

Burger King: Burger King has occasionally used shock tactics to grab attention in the fast-food wars.
Their ads can be suggestive or push boundaries of taste, aiming to position them as the edgy
alternative.

5. Do you agree with Benetton’s decision to drop the use of shock ads and return to the use of
more conventional ads?

Answer- Whether Benetton's decision to drop shock advertising was the right move is debatable.
Here's a breakdown of the potential pros and cons:

Arguments for Dropping Shock Ads:

 Diminishing Returns: The shock factor of Benetton's ads may have worn off over time.
People became accustomed to them, and the ads lost their ability to surprise or provoke.

 Negative Publicity: Some of Benetton's later shock ads, like the "We, On Death Row"
campaign, caused significant backlash and damaged the brand's image.

 Shifting Consumer Preferences: Consumer tastes can evolve. Perhaps a younger generation
wasn't as receptive to Benetton's confrontational style.

 Need to Focus on Product: Maybe Benetton felt their ads overshadowed the actual clothing
and needed to refocus on promoting their products.

Arguments for Keeping Shock Ads:

 Brand Identity: Shock advertising was a core part of Benetton's brand identity. Moving away
from it could lead to a loss of recognition and differentiation.

 Maintaining Social Commentary: Benetton's shock ads, while controversial, sparked

important conversations about social issues. Without them, they might lose their voice on
these matters.
 Standing Out in the Crowd: The fashion industry is fiercely competitive. Shock advertising
could still be a way for Benetton to cut through the noise and attract attention.