Benetton: A Discussion, Analysis, and Evaluation of the "United Colors of Benetton" Campaign, 1988-1992

Abstract

The purpose of this paper is to discuss, analyze, and evaluate Benetton's advertising campaign between 1988 and 1992. It will describe the campaign's focus on current social issues and the controversy it created under the "United Colors of Benetton" theme. By explaining advertising, in relation to its function as marketing's communication tool, I will describe the objectives and techniques adopted by Benetton for its campaign. I will also comment on the social environment, which influenced the campaign's structure, as well as trace the campaign's history. By citing a previous example of controversial fashion advertising, I will show that a precedent existed for Benetton's advertising approach. I will also describe a model that suggests a way to classify, analyze, and make ethical judgments about emotion-arousing ads. By using this model, I will analyze several Benetton advertisements and show them to cause strong emotions. Lastly, I will comment on the ethical concerns affecting the campaign, followed by a description and discussion of the results of an empirical study I conducted which tested the effectiveness of the campaign.