Advertising is ubiquitous, step outside on any given day and rest assured you will be faced with a host of adverts in all mediums trying to sell you something from the commercial world we inhabit. Used as a way of communication its sole purpose is to influence individuals to purchase a product or service. The advert will conventionally show the name of the product or service and all of its benefits to the potential consumer. A successful advert is persuasive and success is gauged on the increased volume of sales achieved and the raised awareness of the brand. Its rise came in the late 19th century and early 20th centuries with the influx of mass production. Since then companies have competed and strived to be more inventive, original, eye catching and sometimes more controversial than ever. Along with the myriad of safe, traditional adverts viewed everyday, once in a while one will appear that leaves people shocked, surprised and sometimes even offended.
One of the most controversial advertising campaigns run to date was from the United Colours of Benetton. A series of adverts were aired on TV commercials that covered conflicts based on taboos. They highlighted separates rather than unites and aimed to display the existing taboos that people still faced in the 20th century. There were adverts depicting religious conflicts with a priest kissing a nun, there were adverts depicting racial issues with a black women breast feeding a white baby. Another showed three identical hearts each one labeled Black, White, Yellow respectively.
The ad campaign, which aired in the 90′s caused a furore and in its success catapulted United Colours of Benetton into the public eye, raising their brand awareness 10 fold and successfully increasing revenue. No-one could have escaped the series of adverts run and the discussions, debates and opinions that followed. United Colours of Benetton pushed the boundaries of traditional advertising messages which made the product their obvious focus and branched out into the realms of controversy, culminating in a measurable commercial impact. Their vision was clear ‘The “united” colours of its sweaters soon became a metaphor for the united skin tones of the youth from the many different countries for whom the sweaters were designed’ and the execution was a success.
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