Continue on “ the Magazine Advertisement Essay Final”
United Colors of Benetton
The United Colors of Benetton is an international brand. It is known for its
clothing design based on knitwear expertise, social commitment, and colors.
United Colors of Benetton is a global brand that uses Italian style to produce
quality outfits. The ad displays outfits created to enhance the future of all humans
and their environment. In this paper, the main focus is to present advertising
strategies. The United Colors of Benetton uses several strategies to market and
advertise its products to customers. They include colors, ability to address social
issues, unity, and shock advertising.
The Use of Colors
United Colors of Benetton advertisement in figure 1 uses several advertising
strategies to sell the products. The main strategy used to sell the product to the
customer by United Colors of Benetton is using different colors. In the ad above,
it is conspicuous that the company is advertising clothes for children of all
different ages. Thus, the customers are likely to buy clothes for their children in
one-stop-shop based on the color they want.
The Use of Different Races to Demonstrate Unity
Another strategy in this ad is using children from different races. Here, there are
white and black children. Thus, the plan demonstrates unity across the globe,
which means that United Colors of Benetton does not discriminate customers
based on their skin color. In that regard, this ad is likely to attract customers all
over the world.
Another strategy is the use of photography via the idea of shock-advertising. In
this ad, using photographs of children of different colors is a form of shock-
advertising. It deals with an issue that some people don’t want to address, like
stigmatizing and stereotyping black people in Europe and America. Therefore, I
see that this ad tries to unite the world. One day, people of different races, ethical
backgrounds, and cultures will freely venture into the international market
without discrimination. In my view, this ad has nothing to do with shoes and
clothes. I see the sense of allowing everybody to consume products they find
essential in their life from any market in the world.
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Mainly, the ad deploys the concept of “shockvertising”. This concept has been
used to address the sensitive social issue of unity in diversity and eliminates
racism by using black and white children in the same platform. The United Colors
of Benetton demonstrates in this ad that advertising strategy focuses on the
product by connecting different aspects to attract customers.
The Ability to Address Social Issues
In the above advertisement, The United Colors of Benetton uses the social issue
of eliminating racism to sell its product. This approach makes it one of a few
business entities that do not emphasize showing its products in the ads. The
company advertise the benefits of using its products by presenting a motive of
eliminate racism. Using different races in this ad indicates that the company is
ready to venture into various market segments comprised of whites, Asians,
Latinos, Mexican-Americans, and blacks.
Besides, this ad is used by the United Colors of Benetton to demonstrate a lack of
consumer connection but the presence of individual links by emphasizing in the
universal values. Therefore, this ad frees the products from manufacturing and
merchandise by making it a social aspect. Thus, this ad addresses an individual by
targeting a shared vision of common values rather than age or income. In this ad,
the word “United” is used as a metaphor to demonstrate that there are no racial
differences in the world of business.
The Use of the Rope
The next strategy in the ad above is the use of the rope that joins all the children.
This rope represents the unity of people in society regardless of their skin colors.
Therefore, the United Colors of Benetton tries to emphasize that their products
promote integration. In other words, by consuming its products, consumers can
unite and make the company the main supply of products they need to consume.
Mainly, the United Colors of Benetton operates as a family business, and this ad
tries to emphasize on massive buying of products as a family would consume
Audience for this Ad
The target audience for this advertisement is parents and guardians who have the
desire to buy different outfits for their children. The choice to use different colors
of the products has been used in this ad to attract buyers based on their best
colors. Besides, the idea of using black and white children has been used in the ad
to attract customers from different races. The main objective of the ad is to fight
racism and a culture of hatred in the market. In the above advertising campaign,
everybody is united by the colors of Benetton regardless of sex, culture or race.
Therefore, it is acceptable to say that this ad targets all potential customers across
Overall, this ad is a commercial advertisement, but some people may feel
uncomfortable. However, commercial advertisements should not please everyone,
and that why they have a target audience. The strategies used by the United
Colors of Benetton in this ad are unique in the market. Many companies have
attempted to copy these strategies, but they fail terribly. To sum up, the
advertising strategy in this ad is so distinct from other ads in the market. It will be a harmful impact if the United Colors of Benetton loses a competitive advantage
in the market, even after using this ad.