Assignment
One âBenetton Case (Worth 25 points)
Complete the scenarios below. You will upload a Word document with your
completed answers to Blackboard Learn. Include your name, the original
questions, your answers, a record or any problems you had completing the
assignment.
Please write
up your answers to these questions for assignment one. Make sure that you use
specific details from the case to answer your questions. The answers should be well developed and
explains you opinions by using the examples from the case. (question one, you
can use your book to answer the first part.)
1.
What are the basic
objectives of advertising? What are the
advertising objectives of Benetton?
2.
Discuss the pros and cons
of the shock advertising campaign that Benetton used for many years.
3.
Oliviero Toscani has
defended Benettonâs use of shock advertising by noting that it constitutes
nothing less than a debate between advertising and art. He argues that potentially offensive images
are acceptable in the world of art and journalism while in other realms such as
advertising they are not. Do you agree
with Toscaniâs position?
4.
Do you agree with
Benettonâs decision to drop the use of shock ads and return to the use of more
conventional ads? (If you want, you may use the VW video response as an example
to answer this question)
5.
Can you think of any other
companies that use shock advertising?
a.
For what type of companies
might this type of advertising be effective? (âI canât think of anyâ is not an
acceptable answer for either part of the question.)
Scroll Down to read the case
and see all of the advertisements.
