Ethics in Advertising

“Benetton is at it again. That Italian company that has become better known for its controversial advertising than for its colorful clothing has performed a miracle: It has turned Queen Elizabeth and Arnold Schwarzenegger into black people; Pope John Paul II into an Asian, and Spike Lee and Michael Jackson into white people.”  That is what the article said in the Chicago Tribune, when they saw this ad.  In my opinion, this ad a wrong message to people.  I feel like black or white, no matter the skin color we should all have freedom of speech.  We don’t have to be handcuffed together to on advertising commercial to get the message across.  I think this ad send a message such as, a white person will always be attached with a black person.  No one is going anywhere when it comes to our community and as a nation.  "We need more controversy," says Fressola, "and if these pieces in the magazine arouse lively discussion, that's what we're about."  In today’s age, controversy is what makes the world go round.  Or should I say what make the media and news go round.  I think Benetton want to be noticed, and start a conversation that is taboo.  But I think their deliverance is a bit irrational and insensitive.  There is always a way to say things appropriately.  Critics, naturally, say Benetton's ads simply make everybody more aware of the name Benetton, that the company isn't as altruistic or as noble as its company line implies.  I believe awareness and education is very important.  To be educated in something and then speaking about it is honorable.  That shows a person is not getting their information from a random place.  But what does an Italian brand know about racism. 



http://articles.chicagotribune.com/1993-04-14/entertainment/9304140361_1_benetton-peter-fressola-controversial-advertising