While the students of MME (Economics and Administration studies), we certainly have chosen the topic, which involves each of our study program, which is the Marketing and Consumer behavior. Our topic is focused on the advertisements and the techniques of Combined Colors of Benetton Company. Their technique of marketing appears to be directed “another way” and it has been reviewed several times if their technique is honest or not really in the past.
First you want to highlight the basics of the Usa colors of Benetton company and then each of the classical varieties of moral reasoning theories will be described (Utilitarianism, Deontology) applied to the Combined Colors of Benetton advertising and marketing strategy. Virtue ethics certainly will not be talked about as it is not only a suitable procedure for this circumstance. Utilitarian and deontological strategies are going to act as a mean pertaining to understanding if it would be wise for Benetton to change their strategy or perhaps stick to the traditional technique of marketing and ignore the voice of public thoughts and opinions.
The Combined Colors of Benetton strategy United Colors of Benetton is definitely an Italian company that thanks to it is unusual method of advertising can be dicussed across the world. It is one of a few businesses that does not insist on showing its products in the advertisements. Instead of the item controversial causes are used presenting different kinds of sociable issues (eg. rasism, terrorism, social tabus). “The Benetton United Hues campaign illustrates how modern day advertising has been radicalized in an explicitly political community forum. ” (Tinic, 1997) As United Hues of Benetton has started with this advertising strategy many critical reactions have took place.
As a result of this kind of negative publicity many Benetton? s advertising campaigns were prohibited in several countries. The criticized aspect is mostly the fact that Benetton is usually an organization looking to reach the profit and advanced of recognition among buyers. Therefore its goal is similar to most of additional businesses. However , Benetton? s representatives are trying to persuade the population about their matter in pointing at most dicussed issues in the world and increase general awareness regarding these problems. Combined Colors of Benetton uses shocking causes, in other words dread appeal, in the adverts.
Dread appeal is utilized in eg. stop smoking, reduction against AIDS and drugs advertisements. Scary and eye-catching motives are used in the advertisements to show what harmful consequences could a specific activity cause. Some of Benetton? s adverts also use dread appeal but the problem is that in frequent commercials wherever fear appeal is presented, possible remedy or elimination against the issue is presented in the message (eg. prevention against AIDS , use condoms). Benetton has been trying to call attention to actual social issues but they hardly ever provide any other information compared to the company’s trademark.
Beyond issues with individual Benetton advertisements, right now there appears to be an undercurrent of unease due to the fact that social problems have been linked to the sale of designer clothing. inches (Tinic, 1997) Therefore the paper will dicuss whether the advertisements of United Shades of Benetton are ethical or not really based on the theoretical framework related to meaning reasoning. The organization? s beliefs is based on the conviction of Mr. Benetton who says that ” communication should simply no be entrusted from outside of the company, but it really should be conceptualized from within it is heart.
The United Colors of Benetton (UCB) stresses that the conversation should be will no longer connected with the customer but with the consumer. “By entering the world of beliefs, the brand frees the product in the world of products and developing and makes it a social being of its own. By simply addressing a person rather than a buyer, the brand can identify it is target for the basis not really of age or income, yet of a distributed vision of what is essential, starting from a collection of common values. ” ( Luciano Benetton)
First idea of Benetton’s business was drafted in the early 60’s since their sweaters were promoted into the numerous countries with different people’s skin area tones. The “united” term became a metaphor pretty soon thus the name of Benetton’s organization was converted to the United Colors of Benetton. Among their 1st add exhibiting no ethnicity differences expressing “All the colors of the world” was the start of new era of their often times controversial online marketing strategy discussed worldwide. Three distinct cycles of creating Benetton’s value
As it was stated previously, the technique of Benetton’s advertising campaign causes many discussion posts and criticism and many of ads were prohibited in many countries. Their very own strategy can be divided into several main periods. The routine of Difference The initially and most well-known cycle started in the 80’s and was concerning to the racial, spiritual and sex conflicts and differences. Each of the conflicts depend on tabus and on a difference that separates rather than unites. The Benetton’s plan was to integrate opposites and also to unite variations under a solitary flag – the Benetton’s logo.
The ads are not so questionable. As in the following cycle – the cycle of the fact. The routine of truth This cycle starts inside the early 90’s as the response to the Gulf of mexico War (the ad showing the battle cemetery. This ad was refused to print it by several newspapers. This kind of ads showed the reality with the life – but paradoxly – one of the most censured plan showing the newborn baby (as the eruption of actual life) brought on the biggest scandal. Another promotions showing the actual, high theatre situation had been censured as well. There are images of some:
The pictures of AIDS patient, the enthusiast and the Albanian emigrants weren’t taken intended for the ad-campaign but were the firm photos utilized for conveying designs. They were exhibiting the real world. The cycle of free speech as well as the right to communicate it Last and the most current cycle campaign was actually produced as the response to the second cycle. The response to the real world photos was often violent and not approved by the experts. Benetton has become fighting for having a free presentation and directly to express it by fresh kinds of advertisments (trying to highlight the HELPS issues, homosexuality, racism, and so forth ) Utilitarianism approach
Utilitarianism is the meaning reasoning approach theory, which can be answering the question, what is right and wrong in various conditions. The effects and consequences determine the right or wrong action. The greatest best for the greatest number may be understood to be a practical approach. Enjoyment and discomfort measurement is based on the Cost gain analysis. The founder of utilitarianism was Jeremy Bentham. He was saying ethics is somewhat more or much less a numerical equation (total happiness additionally pleasure without pain). The negative effects would have a negative impact on the society and it would generate the unhappiness.
Everyone who would stick to the guideline – the safety would be presented as well as predictability and certainty leading to the overall happiness. For a Benetton’s business the pleasure may be described as the total technique of the company’s beliefs. Their aim is not only increase their profits but also the social understanding of the real life problems relating to all of us. The pain requires those who protest against the Benetton’s adverts. The number of those who protest against the Benetton’s adverts can be rapidly reducing and the Benetton’s strategy have been getting more plus more accepted.
Because of this the Benefits (Happiness) outnumbers the expense (Pain) therefore according to the Practical approach of ethical reasoning – the Benetton’s campaign can be ethical. “A utilitarian can condone or maybe prescribe an act of deception if the positive implications outweighed the negative implications. ” (van den Seatbelt, 2010) From your utilitarian standpoint, even if Benetton? s advertisements are staying criticized, this still brings a lot of positive results (eg. increased understanding about the brand). The two positive and negative evaluation enable the manufacturer to be seen and perceived among consumers.
Deontological approach Deontological approach along with utilitarian procedure are concerned about an acceptable solution of a problem higher than a philosphical/abstract answer that is even more typical to get virtue integrity. The core principle of both deontological and practical approach can be finding the right thing to do in a specific situation. However, there is a significant difference between those two approaches while utilitarianism is somewhat more focused on outcomes and deontological approach highlights side top features of the activities (eg. ishonest or fraudulent behavior). In case of United Colours of Benetton, there is a problem if it is correct and honest to use social issues and catastrophical causes in their ads.
According to questions “What should I do? ” or “What is definitely the right thing to do? inch the solution through the moral perspective would probably be elimination of controversial causes from Benetton? s advertising. The reason why this kind of solution can be chosen is definitely calming from the situation , decrease of criticizm among the buyers. The public will be satisfied ith not being exposed to unpleasant images of Benetton? s ads. On the other hand, in the business point of view, Benetton will lose its unique way of increasing awareness the two about the social issues as well as regarding the brand. Based upon deontological procedure Benetton ought to change the strategy and use significantly less controversial causes. The company should never only think about instrumental values but also need to take into account tha fact that “human beings have got moral dignity and possess innate value” (van den Belt, 2010).
For this reason reason the company should not just strive for the money and increased awareness. Selection of less debatable motives or perhaps change of advertising strategy could be one of many solutions. “It is specifically the good can of the behaving person that makes his action morally suitable, where you should act out of duty, not really out of prudence. inches (van living room Belt, 2010) Moral issue related to this kind of citation happen to be in case of Benetton as follows:? never injure you aren’t your advert messages? nonetheless it does not necessarily exclude the truth that?
Benetton? s advertisements should always make sure you everyone?. How Benetton does its advertising is unique available in the market. There have already been many trials of other companies to copy this strategy but they were never good. Advertising strategy of Benetton is so distinct from other folks that losing such a competitive advantage in the market could cause harmful consequences for the company. That does not imply that opinions with the consumers ought to be ignored. The voice of public should definitely be taken into account.
