Advertising is a means to communicate a product, service, or idea to a target audience. Companies use a variety of advertising forms: television, radio, newspapers, magazines, internet webpage's, and word of mouth to send their message to the consumer. Companies use advertising to try to convince the target audience their product is what the consumer needs or is better than what is currently in use or is invaluable for everyday life. The focal point of most advertisements is the product that the company is trying to sell to the consumer.
Advertising in the case of the Benetton Group change the way the world viewed advertising. The Benetton Group used shock advertising to promote their products. Benetton did not use their products in the advertisement, instead; they used graphic photos to grab the audience's attention. The company place their slogan and firm name "United Colors of Benetton" on the advertisements. The concept that Benetton was going for was to shock the audience with vivid photo's that would capture the attention, good or bad. However, the company used this technique to insure that the audience remembers their name. This advertising worked. Benetton's most known advertisement campaigns were: a dying AIDS patient, priest kissing nun T-shirt, a Bosnian soldier, enemies, military cemetery with Star of David, ship with refugees, HIV positive patient, gunman with bone, oil-polluted duck, and child labor. Benetton claim the campaigns derived from well-known causes that are of political or social in nature. The campaigns sparked a worldwide debate. Should a clothing manufacturer use such graphic advertising campaigns? Would there be legal ramifications? Would a profit result? The first company to employ shock advertising, The Benetton group truly shock the world with the intent to increase name recognition. The company's risk was astronomical. Would consumers, either disgusted or enthused, venture to see what Benetton was or just dismiss the advertising play? The Benetton group was counting on the shock advertising to boost their name recognition with consumers. The shock campaigns indeed created controversy throughout the world. The controversy …show more content…
Shock advertisements can be shocking and offensive for a variety of reasons, and violation of social, religious, and political norms can occur in many different ways (Stock Advertising, 1). This included someone own personal traditions, practice, beliefs, and themselves. Several of their product or service messages could be shocking or offensive to the public. Some effects on the consumers are the shocking content in an advertisement significantly increases attention, benefits memory, and positively influences behavior (Stock Advertising, 1). Studies show that more consumers are going to remember the shocking advertisement content over the advertisement that is not …show more content…
The fashion industry targets its image-oriented advertising into a brand than can match every type of lifestyle, such as Calvin Klein is hip, Ralph Lauren is rich, and Benetton is highly controversial. Advertising industry experts claim that image advertising is part of a master plan to get customers to "buy-in" to a lifestyle, first connecting through a psychological/aspirational level and then on a product level. Similarly, this has been achieved through advertising in the automobile industry.
Within the realm of image advertising falls the concept of emotional branding. Emotional branding, sometimes referred to as shockvertising, is a form of image advertising intended to sell images rather than the products themselves, by appealing to a customer's emotions. This targets other dimensions for attracting consumers, not through the functional aspects of products, but through the emotional aspects, which is what branding is all
Advertising in the case of the Benetton Group change the way the world viewed advertising. The Benetton Group used shock advertising to promote their products. Benetton did not use their products in the advertisement, instead; they used graphic photos to grab the audience's attention. The company place their slogan and firm name "United Colors of Benetton" on the advertisements. The concept that Benetton was going for was to shock the audience with vivid photo's that would capture the attention, good or bad. However, the company used this technique to insure that the audience remembers their name. This advertising worked. Benetton's most known advertisement campaigns were: a dying AIDS patient, priest kissing nun T-shirt, a Bosnian soldier, enemies, military cemetery with Star of David, ship with refugees, HIV positive patient, gunman with bone, oil-polluted duck, and child labor. Benetton claim the campaigns derived from well-known causes that are of political or social in nature. The campaigns sparked a worldwide debate. Should a clothing manufacturer use such graphic advertising campaigns? Would there be legal ramifications? Would a profit result? The first company to employ shock advertising, The Benetton group truly shock the world with the intent to increase name recognition. The company's risk was astronomical. Would consumers, either disgusted or enthused, venture to see what Benetton was or just dismiss the advertising play? The Benetton group was counting on the shock advertising to boost their name recognition with consumers. The shock campaigns indeed created controversy throughout the world. The controversy …show more content…
Shock advertisements can be shocking and offensive for a variety of reasons, and violation of social, religious, and political norms can occur in many different ways (Stock Advertising, 1). This included someone own personal traditions, practice, beliefs, and themselves. Several of their product or service messages could be shocking or offensive to the public. Some effects on the consumers are the shocking content in an advertisement significantly increases attention, benefits memory, and positively influences behavior (Stock Advertising, 1). Studies show that more consumers are going to remember the shocking advertisement content over the advertisement that is not …show more content…
The fashion industry targets its image-oriented advertising into a brand than can match every type of lifestyle, such as Calvin Klein is hip, Ralph Lauren is rich, and Benetton is highly controversial. Advertising industry experts claim that image advertising is part of a master plan to get customers to "buy-in" to a lifestyle, first connecting through a psychological/aspirational level and then on a product level. Similarly, this has been achieved through advertising in the automobile industry.
Within the realm of image advertising falls the concept of emotional branding. Emotional branding, sometimes referred to as shockvertising, is a form of image advertising intended to sell images rather than the products themselves, by appealing to a customer's emotions. This targets other dimensions for attracting consumers, not through the functional aspects of products, but through the emotional aspects, which is what branding is all