TITLE

Marketing for the masses

AUTHOR(S)
Abu-Shalback Zid, Linda
PUB. DATE
May 2004
SOURCE
Marketing Management;May/Jun2004, Vol. 13 Issue 3, p5
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
This article offers information on the controversial marketing strategy of the United Colors of Benetton. Oliviero Toscani's marketing expressions, which were presented in Benetton's quarterly magazine, are regarded as art by the advertising industry, but are also the cause of worldwide legal and ethical discussions about the use of images of human suffering to sell clothes. The company's own retailers have taken legal action, claiming that Toscani's advertisements have reduced sales. This article also discusses how current global politics and acts of terrorism have increased stereotypes and present Benetton with the challenge of remaining effective.
ACCESSION #
13467492

 

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