United Colours of Benetton

In the 1990’s the clothing company United Colours of Benetton advertised a controversial ad called “The Family”. This ad featured a dying AIDS patient surrounded by his family. In fact this graphic picture gave people a glimpse of the AIDS a deadly disease, with no cure, that took people’s lives within years or less. Though when taking a look at this ad one may question Benetton ethical values, but by taking a deeper look one may also see Benetton’s remarkable marketing skills in play. Arguments can be made that United Colours of Benetton did not feature this picture in the ad to aware people of AIDS only, but instead for other reasons. Arguments also can made that United Colours of Benetton used their controversy as publicity. These are two strategies in which I believe the Benetton Company used to appeal to its consumers in the early 1990’s.
Observing the first strategy we see that the ad appeals to our senses and emotions. Seeing such a graphic picture really hits the average person in the heart by letting them foretaste AIDS and its destruction. By using such a picture in this nationwide ad, the Benetton Company did make more people aware of the disease that the world knew so little about. Also by featuring this picture in ads the Benetton Company contributed to an AIDS foundation. Though United Colours of Benetton did some good, the company main objectives were marketing. Since the company contributed some of it earnings to an AIDS foundation, some people would see the ad and think they’re helping people with AIDS by buying their products, which one type of consumers they appeal to. Taking a look into Psychology it is a known fact that the more a person looks at an advertisement (ad, billboard, commercial and etc…) the more likely you are to purchase the product, these people make up the second type of consumers.
Moreover the Benetton Company used another tactful strategy that attracted more consumers. The strategy they used was controversy, which may seem bad to any company but in the Benetton’s Company situation it was good. One may ask why, by creating controversy the company received unlimited publicity. By receiving free unlimited publicity in newspapers and on television United Colours of Benetton received recognition from the world. Therefore because of the controversy involving The Benetton Company, they became more appealing to consumers. Though this strategy may seem unethical it is quite common in the world, when we look at news on TV or read the newspapers we see or hear similar concepts. From time to time we also see musicians and artists who talk about touchy issues to farther their careers.
Ultimately we have examined the strategies in which United Colours of Benetton Company have used to campaign their clothing. By alluring our senses and emotions the company has got a strong hold on some of its consumers this way. By repeatedly seeing this ad consumers are more likely to purchase the product, which is a fact in the world of psychology. Also by receiving unlimited publicity from their controversial ads United Colours of Benetton pulled in consumers in an irony effect. So in the world of business the Benetton Company succeeded, because every company’s main goal is gain consumers and sell products, and that’s just what they did.