Marketing for the masses

Abu-Shalback Zid, Linda
May 2004
Marketing Management;May/Jun2004, Vol. 13 Issue 3, p5
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.


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