United Colors of Controversy: Shock Value in Benetton Advertising
It is a common practice of advertiser's to appeal to the emotions of consumers in order to sell a product. Over decades, advertisements have evolved to a greater focus on social institutions rather then the product itself. Nonetheless, the Benetton retailer distinguishes itself by its utilization of attention grabbing and often times shocking imagery. When flipping through the Benetton catalogue, consumers are hard pressed to find the prices of sweaters or khaki pants. Instead, we see images of a priest nun kissing, a w…
