THE INTERCULTURAL IMPACT OF MARKETING CAMPAIGNS OF THE BENETTON BRAND

• Main Authors: Corina Anamaria IOAN, Florin-Alexandru LUCA
• Format: Article
• Language: fra
• Published: Romanian Foundation for Business Intelligence 2014-11-01
• Series: Management Intercultural
• Subjects: interculturality; marketing; marketing campaigns; benetton; brand
• Online Access: https://seaopenresearch.eu/Journals/articles/MI_31_57.pdf

Ad campaigns created in-house in Benetton - United Color of Benneton, by Oliviero Toscani, the a known avant-garde photographer, made around the world to talk about the company for over 20 years. Black woman breastfeeding a white child, an AIDS photographed faces of dying or sentenced to death in American prisons are some of the most controversial advertising images of the past decade. The steps of the original communication- or socking- were appreciated and rewarded socially, professionally, but were denied exposure in certain cultural contexts undergo hardship mentality. The proposed theme is extremely vast and pointing neuralgic issues of the contemporary world (racism, the death penalty, intercultural conflicts, migration, pollution) generated both adhesion and support, as well as violent reactions.