THE INTERCULTURAL IMPACT OF MARKETING CAMPAIGNS OF THE BENETTON BRAND

Corina Ioan () and Florin-Alexandru Luca

Management Intercultural, 2014, issue 31, 449-457

Abstract: Ad campaigns created in-house in Benetton - United Color of Benneton, by Oliviero Toscani, the a known avant-garde photographer, made around the world to talk about the company for over 20 years. Black woman breastfeeding a white child, an AIDS photographed faces of dying or sentenced to death in American prisons are some of the most controversial advertising images of the past decade. The steps of the original communication- or socking- were appreciated and rewarded socially, professionally, but were denied exposure in certain cultural contexts undergo hardship mentality. The proposed theme is extremely vast and pointing neuralgic issues of the contemporary world (racism, the death penalty, intercultural conflicts, migration, pollution) generated both adhesion and support, as well as violent reactions.

Keywords: Interculturalitate; Marketing; Marketing campaigns; Benetton; Brand (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2014
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