Ad Campaign

Rita Hudson-Evalt : Alex Paine

• United colors of benetton is a international clothing manufacturer.

• Its marketing is unique because it doesn’t focus on product but company values.

• Some people say its gone too far - simply for shock value

• Benetton markets to a primary target of young adults - but secondary market is teen to middle age.

• This ad campaign has been very successful because of its simple and shocking images.

This image is typical Benetton advertising

It doesn’t show any product, instead it’s intent is to get the audience to think about racism and diversity.

This image is meant to change the image of AIDS victims. A Jesus-like figure is the victim, whilefamily morns around him.

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These images were an attempt to break down the social barrier of indifference surrounding the topic of racism.