BenetTONS (of) INSPIRATION - final paper

‘Probably the most widely publicized cases of shock advertisements include the advertising campaigns produced by clothing makers Benetton and Calvin Klein'

(Dahl, et al., 2003, p. 268)

‘Corporate identity maps corporate ethos, consisting of core attributes, strategies and values’ (Borgerson, Schroeder, Magnussen & Magnussen, 2009, p. 209). A reocurring concept in corporate identity is ‘consistency’ (Cheney et al., 2010; Borgerson et al.; 2009). In Cheney et al. (2010), this consistency is linked to monolithic identity in which an organization follows one visual style, and uses one name consistently (p. 136). Furthermore it is important that the organization communicates consistently ‘across different audiences and different media’ (Cheney et al., 2010, p. 126). However, we need to keep in mind that different audiences will interpret messages differently than it was intended to do. Therefore reshaping, adapting and modifying the message to their personal use (Cheney et al., 2010, p. 127).

                Corporate identity differs from organizational identity for the fact that corporate identity is primarily focused on the visual style, and with it, the message that is communicated to the outer world (Hatch & Schultz, 1997, p. 356). But the question is - how do you portray your corporate ethos to the outside world? How to visualize this message? But more importantly, how to stand out in the crowd?

                A good example of corporate identity is United Colors of Benetton. The Benetton group, which is established in 1965, is currently present in 120 countries around the world. This global brand, which is mostly known for its clothes, has an international style that combines color, quality and fashion. Although, of course, not everybody wears the clothes of Benetton, a lot of people do know the famous advertisements of the brand. In 1989, the first Benetton communication campaign was launched.‘Black woman breastfeeding white baby’ was the first advertisement that was published. This advertisement, as the title already reveals, shows us a naked black woman who is breastfeeding a white baby. Other famous advertisements of the first communication campaign of Benetton are ‘Handcuffs´, were we can see two male hands, one black, one white handcuffed together and ‘Blanket’, were a black woman and a white woman sitting naked underneath a blanket, holding a Asian baby.

                Most advertisements of Benetton mark(ed) the concept of equality, and more specific equality between black and white and caused a strong reaction in the US, especially in the black community. These advertisements ´shocked´ the audience. Of course, there is not just one reason why some people where shocked to see this advertisement, it is impossible to know how every individual reacts on this advertisement. Some could be shocked because a naked body is shown, something that not all people find appropriate to see. Secondly, because the advertisement suggests that a black woman adopted a white baby. Some people would have thought that adopting children is not ok because of there religion and other would find it shocking because you rarely see a black woman with a white child. Others could find it shocking because it suggests that the black woman is nurturing a child of a white mother, and has the role of being a slave.

                Benetton’s latest campaign is IT’S MY TIME, where the web is used as a global meeting place. The ITS’S MY TIME multimedia communication campaign, which is the first global online casting session, have chosen faces from around the world for the Fall/Winter product campaign. It is a project open to the world and its young people, ‘in perfect Benetton tradition’ (United Colors of Benetton, 2010). 



                Benetton is a brand that operates in the fashion world. In this world, a lot of players are on board and competition is heavy. Corporate identity demands the organization to state why and how they are different from their competitors and ‘define the distinctive values and attributes of their organization’ (Borgerson et al., 2009, p.211) Therefore it is necessary to stand out in the crowd. Aesthetics in, for example, media campaigns are great ways to achieve this. With it, ‘elevating an image for the company and its products’ (Schmitt, Simonson & Marcus, 1995, p. 83). Attractive aesthetics enhances the impact of marketing communications; it cuts through information clutters and achieves greater impact with fewer exposures (Schmitt, Simonson & Marcus, 1995, p. 82).

                Benetton tries to stand out in the crowd by making advertisements that are controversial and ‘shocking’. The advertisement of ‘Black woman breastfeeding a white baby’  ‘deliberately, rather than inadvertently, startles and offends its audience’ (Dahl et al., 2003, p. 268). The advertisements of Benetton purposely breach social norms, with the intent to shock the audience.  By doing this, Benetton tries to portray their corporate ethos, being equality and uniqueness. To keep this monolithic identity, Benetton follows one visual style, publishing advertisements that repeatedly focused on these to concepts ‘equality and uniqueness’.

                The latest IT’s MY TIME campaign especially highlights personal styles and the desire to be unique, by showing faces from around the world, and the casting being open for people all around the world. The organization also communicates ‘across different audiences and different media’ (Cheney et al., 2010, p. 126), by publishing advertisements which appeal to different people, for example the ‘black and white’ campaign which is mentioned above, the campaign against AIDS and the  campaign against the war in Bosnia. The organization also communicates through different media, using poster advertisements, commercials on television, billboards and the web.

 

Sources

Borgerson, J.L.,  Schroeder, J.E., Magnussen, M. E., Magnussen, F. (2009). Corporate communication, ethics and operational identity: a case study of Benetton. Business Ethics: a European Review, 8(3), 209-223.

Cheney, G., Christensen, L. T., Zorn Jr., T. E., & Ganesh, S. (2010). Organizational Communication in an Age of Globalization: Issues, Reflections, Practices (2^nd Ed.). Waveland Press: Long Grove, IL.

Dahl, D. W., Frankenberger, K.D., Manchanda, R.V. (2003). Does It Pay to Shock? Reactions to Shocking and Nonshocking Advertising Content among University Students. Journal of Advertising Research, 268-280.
Hatch, M.J., Schultz, M. (1997). Relations between organizational culture, identity and image. European Journal of Marketing, 31(5), 356-365.

Schmitt, B.H., Simonson, A., Marcus, J. (1995). Managing Corporate Image and Identity. Elsevier Science, 28(5), 82-92.

United Colors of Benetton (2010). Press Benetton Group. Retrieved, 29 of October, 2010, from http://press.benettongroup.com/ben_en/