Toscani Advertising Campaign - United Colors of Benetton

never a motive and raising social conscience is their single goal, Benetton advertisements have been widely criticised and banned world-wide. The following reports discuss three of Benetton's main advertisement campaigns: AIDS, race and death row.
             It may be difficult for us to understand the lack of understanding of AIDS in the past but our society was not always as informed as today. When the Benetton AIDS campaign began in 1991, this was during the AIDS crisis when people were not as informed about the causes or transmission of the disease. At times in the past, people with AIDS were seen as outcasts. At one point, the government had even considered mass quarantine of AIDS-infected patients. When discussing these advertisements, we must first realize what the situation was like when they were presented to the world. One advertisement is a photo of a man named David Kirby who at the time was dying of AIDS. The image first ran as a photo in Life magazine where it received mass praise and critical acclaim. Kirby's family then gave Benetton permission to use the picture in their advertisements in hopes that it would raise attention of the AIDS epidemic. However, when Benetton published the advertisement, it was criticised as exploitation of the victim as a way to gain brand recognition and sell more clothes. Magazine publishers and Britain's Advertising Standards Authority have even called the advertisement "obscene", "disgusting" and "a despicable exploitation of a tragic situation." It would seem as though even when choosing a critically acclaimed photo, Benetton can do no good in the eyes of the media.
             Another advertisement is a photo of virals of blood like those used in the AIDS testing process. Names of famous world leaders are shown on the virals to show that no one is immune to the A
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