MEDIA CULTURE ASSIGNMENT # 3
Write an essay on ethics behind the advertising campaign of one product or company. Explore both sides of the argument and analyze through the lens of marketing ethics.
by Ottavia Milani 22.04.2013
“Creativity is unusual stuff: It frightens. It deranges. It’s subversive. It mistrusts what it sees, what it hears. It dares to doubt. It acts even if it errs. It inﬁltrates preconceived notions. It rattles established certitudes. It incessantly invents new ways, new vocabularies. It provokes and changes points of view.” - Fabrica- A powerful statement from a unusual “advertising agency”. Yes, Fabrica is the producer of the United Colors of Benetton’s advertising but really it “[...] is not a school, advertising agency or university. It is an applied creativity laboratory, a talent incubator, a studio of sorts in which young, modern artists come from all over the world to develop innovative projects and explore new directions in myriad avenues of communication [...]”. We stop wondering then how the United Colors of Benetton UNHATE campaign came about.... Crazy? Genius? or Crazily genius?!? Whatever your opinion on the campaign might be the objective it’s clear: ﬁght the culture of hatred and promoting the closeness between peoples, faiths, cultures and the peaceful understanding of the reasons of others. The kiss, the most recognized symbol of love, is the central theme of the campaign symbolizing the hope for a bridge between different worlds, opinions and believes both political and religious (in the advertising represented with the photos of their leaders). Alessandro Benetton, Executive Deputy Chairman of Benetton Group, presented the world premiere of the campaign UNHATE, ﬁrst initiative of the newly formed foundation of the same name, at the ﬂagship store on boulevard Haussmann. He said: "With this campaign we decided to give worldwide exposure to high idea of tolerance, to invite the citizens of...