Chapter 6: Shock Advertising and Benetton

In Chapter 6 of the Visual Communications textbook, advertising, shock images, product placement, and credibility is discussed.  The author uses United Colors of Benetton, a clothing company that has tackled many tough social issues from drug epidemics to AIDS.  The company does claim to fundamentally care about these issues,  many argue that Benetton is using shocking images to sell their products.  A priest romantically kissing a nun, for example, is provocative.  This causes people to look at the image and talk about it to others.  The reaction that proceeds, whether it be positive or negative, creates attention.  Although the two people in the photograph are the dominant subject, viewers cannot help but notice a colorful brand to the side or in the corner.  Because viewers are naturally drawn to shocking images, they are also attracted to the Benetton brand as well. 

Benetton’s advertising strategy began widespread debate surrounding the ethics of advertising.  The company pushed “the line” so far that, many argue, that line disappeared.  Images that were printed onto magazine pages and plastered on billboards have little to do with Benetton’s products, they simply aim to present controversy and motivate conversation.  On one hand, this aim is commendable.  These unorthodox methods are exactly what the public needs to make change.  On the other hand, however, many argue that Benetton is taking advantage of shock imaging to sell completely unrelated products and get their name out there.  An AIDS victim has little to do with the latest turtleneck, yet Benetton plasters the disturbing images to sell that turtleneck.  Despite this possible confusion of interest, it is clear that AIDS is the bigger issue on the page, not Benetton.  The logo that the company includes on its shock advertisements is quite small, as to not take away from the emotional weight of the picture.  It is not Benetton that is motivating difficult conversation, it is the reality of the photographs.  Benetton did not create the environment where drugs, AIDS, and religion were causing problems.  The company is simply taking the first step in addressing tough issues.  The correlation between Benetton profit and attention and shock advertising is irrelevant.  The pictures that they print are making change, and the good that they do in the world is all that matters.