Shock advertising is a controversial subject. Benetton’s, of United Colors of Benetton, decisions on advertising are a prime example. Although his ads grab the public’s eye, they do not address his product. Therefore, Benetton’s ads main purpose is to shock a consumer. While doing this it is important to understand the public’s comfort level.
Shock advertising does create a stir and curiosity in the public, which could lead to increase in sales and attention, but Benetton’s choices create a certain amount of discomfort for the public and a great deal of pain in some circumstances. Somewhat glorifying prisoners on death row in one of his ads caused much pain to those families affected by those prisoner’s actions. One of Benetton’s ads shed light on AIDS, yet instead of having a AIDS support group listed or the name of a foundation accepting donations, it was solely the powerful image and the bright green logo of United Colors of Benetton.
The reaction Benetton was receiving is similar to that of a controversial artist’s piece. Although art is always progressing and pushing people beyond their comfort level, it is not common in the world of advertising.
Shock journalism and photography is a cheap way to gain the public’s attention. True it grabs the eye and draws the consumer into the ad, but it does not address the products purpose.
September 20, 2008 at 5:39 pm |
This entry surprised me because I wasn’t aware of these advertisements. I agree with you – they are a cheap way of getting the public’s attention. I’m used to seeing half-naked girls in the beginning of a TV commercial which eventually ends in some kind of beer advertisement – and even that bothers me, because the girls don’t come with the beer, as the commercial implies.
As upsetting as that misdirection advertising is, those kind of commercials are not nearly as unnerving as these United Colors of Benetton ads. When I was reading this entry, I was trying to think of a counterargument and the only one I could come up with was that perhaps the ads would raise some kind of social conscience in us. It’s a weak argument, but you immediately snuffed it out with my favorite point you make in your post:
“One of Benetton’s ads shed light on AIDS, yet instead of having a AIDS support group listed or the name of a foundation accepting donations, it was solely the powerful image and the bright green logo of United Colors of Benetton.”
Awesome job.