Shock Advertising
PROJECT REPORT
Benetton’s Shock Therapy
A case study of the company which employed
Shock Advertising
Submitted in partial fulfillment of the requirement for the award of the degree of
B.A. (H) Journalism to UNIVERSITY OF DELHI
Submitted by
Under the guidance of
Dr. A. K. Thakur
Sinchita Majumdar
B.A.(H) Journalism, 3rd Year,
Maharaja Agrasen College
Asst. Professor,
Dept of Journalism and
Mass Communication,
Roll No. 11/781
University of Delhi
Session 2013-2014
MAHARAJA AGRASEN COLLEGE, UNIVERSITY OF DELHI
Vasundhra Enclave, Delhi
BENETTON’S SHOCK
THERAPY:
A case study of the company which employed
Shock Advertising
Submitted by:
Sinchita Majumdar
11/781
B.A.(Hons.) Journalism, 3rd year
Maharaja Agrasen College
University of Delhi
ACKNOWLEDGEMENT
I would like to express my sincere acknowledgement in the support and help of my mentor
Dr. A. K. Thakur for his wise ideas throughout this project. His continuous supervision and guidance helped me to achieve the objectives and aims of my research.
I will also take this opportunity to acknowledge my parents, Dr. Samir Majumdar & Mrs.
Sharmistha Majumdar and my aunt and uncle, Mrs. Prantika Das and Dr. Rahul Das, whose constant support and co-operation helped me in the successful completion of this project.
I would also like to extend my gratitude to my brother Utkarsh Das and my very special and close friends – Barkha Sethi, Ishant Chaudhary, Mridul Saxena, Shashank Nair, Ajay Jain and Ankita Chakraborty. Without their encouragement, enthusiasm, help and support, this project wouldn’t have been possible.
Special gratitude for Sir Vinay Rai , Ma’am Sonika Jain and Sir S. K. Rinten for their help and guidance throughout the project.
Thank you.
i
CERTIFICATE
This is to certify that the work titled - ‘Benetton’s Shock Therapy A case study of the company which employed Shock Advertising ' submitted by 'Sinchita Majumdar ' (11/781)
in
Benetton’s Shock Therapy
A case study of the company which employed
Shock Advertising
Submitted in partial fulfillment of the requirement for the award of the degree of
B.A. (H) Journalism to UNIVERSITY OF DELHI
Submitted by
Under the guidance of
Dr. A. K. Thakur
Sinchita Majumdar
B.A.(H) Journalism, 3rd Year,
Maharaja Agrasen College
Asst. Professor,
Dept of Journalism and
Mass Communication,
Roll No. 11/781
University of Delhi
Session 2013-2014
MAHARAJA AGRASEN COLLEGE, UNIVERSITY OF DELHI
Vasundhra Enclave, Delhi
BENETTON’S SHOCK
THERAPY:
A case study of the company which employed
Shock Advertising
Submitted by:
Sinchita Majumdar
11/781
B.A.(Hons.) Journalism, 3rd year
Maharaja Agrasen College
University of Delhi
ACKNOWLEDGEMENT
I would like to express my sincere acknowledgement in the support and help of my mentor
Dr. A. K. Thakur for his wise ideas throughout this project. His continuous supervision and guidance helped me to achieve the objectives and aims of my research.
I will also take this opportunity to acknowledge my parents, Dr. Samir Majumdar & Mrs.
Sharmistha Majumdar and my aunt and uncle, Mrs. Prantika Das and Dr. Rahul Das, whose constant support and co-operation helped me in the successful completion of this project.
I would also like to extend my gratitude to my brother Utkarsh Das and my very special and close friends – Barkha Sethi, Ishant Chaudhary, Mridul Saxena, Shashank Nair, Ajay Jain and Ankita Chakraborty. Without their encouragement, enthusiasm, help and support, this project wouldn’t have been possible.
Special gratitude for Sir Vinay Rai , Ma’am Sonika Jain and Sir S. K. Rinten for their help and guidance throughout the project.
Thank you.
i
CERTIFICATE
This is to certify that the work titled - ‘Benetton’s Shock Therapy A case study of the company which employed Shock Advertising ' submitted by 'Sinchita Majumdar ' (11/781)
in
Bibliography: Rita C. Hubbard, Shock Advertising : The Benetton Case , (2000) New York, Benetton Services Corporation, Fall/Winter Advertising Campaign, (1992) New York, Benetton Services Corporation, Spring/Summer Advertising Campaign, (1992) (2005), Squires, C Rice, S. (2000). Introduction: death row. Benetton Company Brochure. Giroux, H. (1994). Disturbing pleasures: learning popular culture. New York: Routledge. Giroux, H., & McLaren, P. (1991). Leon Golub‟s radical pessimism: toward a pedagogy of representation.