Ethics in Advertisement of United Colors of Benetton
Ethics in advertisement of United Colors of Benetton
Are Benetton´s advertisements ethical or not?
Contents
Introduction: 3 The United Colors of Benetton strategy 3 Three separate cycles of building Benetton’s value 4
Utilitarianism approach 6
Deontological approach 7
Conclusion 9
References 9
Introduction:
As the students of MME (Economics and Management studies), we have chosen the topic, which involves our study program, which is the Marketing and Consumer behavior. Our topic is focused on the advertisement and the practices of United Colors of Benetton Company. Their way of marketing seems to be directed “another way” and it has been discussed several times whether their strategy is ethical or not in the past. First we would like to highlight the basics of the United colors of Benetton company and then all the classical kinds of moral reasoning theories will be described (Utilitarianism, Deontology) applied on the United Colors of Benetton advertising strategy. Virtue ethics is not going to be discussed as it is not a suitable approach for this case. Utilitarian and deontological approaches are going to serve as a mean for understanding whether it would be wise for Benetton to change its strategy or stick to its traditional way of marketing and ignore the voice of public opinion.
The United Colors of Benetton strategy
United Colors of Benetton is an Italian company that thanks to its unusual way of advertising is dicussed all over the world. It is one of a few companies that does not insist on showing its products in the advertisements. Instead of the product controversial motives are used presenting different kinds of social issues (eg. rasism, terrorism, social tabus). "The Benetton United Colors campaign illustrates how modern advertising has been radicalized into an explicitly political forum." (Tinic, 1997) Since United Colors of Benetton has started with this advertising strategy many critical reactions have occured. As a result of this
Are Benetton´s advertisements ethical or not?
Contents
Introduction: 3 The United Colors of Benetton strategy 3 Three separate cycles of building Benetton’s value 4
Utilitarianism approach 6
Deontological approach 7
Conclusion 9
References 9
Introduction:
As the students of MME (Economics and Management studies), we have chosen the topic, which involves our study program, which is the Marketing and Consumer behavior. Our topic is focused on the advertisement and the practices of United Colors of Benetton Company. Their way of marketing seems to be directed “another way” and it has been discussed several times whether their strategy is ethical or not in the past. First we would like to highlight the basics of the United colors of Benetton company and then all the classical kinds of moral reasoning theories will be described (Utilitarianism, Deontology) applied on the United Colors of Benetton advertising strategy. Virtue ethics is not going to be discussed as it is not a suitable approach for this case. Utilitarian and deontological approaches are going to serve as a mean for understanding whether it would be wise for Benetton to change its strategy or stick to its traditional way of marketing and ignore the voice of public opinion.
The United Colors of Benetton strategy
United Colors of Benetton is an Italian company that thanks to its unusual way of advertising is dicussed all over the world. It is one of a few companies that does not insist on showing its products in the advertisements. Instead of the product controversial motives are used presenting different kinds of social issues (eg. rasism, terrorism, social tabus). "The Benetton United Colors campaign illustrates how modern advertising has been radicalized into an explicitly political forum." (Tinic, 1997) Since United Colors of Benetton has started with this advertising strategy many critical reactions have occured. As a result of this
References: http://press.benettongroup.com/ben_en/about/campaigns/history/ Lecture notes, Henk van den Belt, Wageningen University, 2010 Official websites of Benetton: www.benetton.com Tinic, Serra A.; United colors and untied meanings: Benetton and the commodification of social issues (article); School of Journalism, Indiana University, Bloomington, USA, 1997.