Ethics in Advertisement of United Colors of Benetton

Ethics in advertisement of United Colors of Benetton Are Benetton ´s advertisements ethical or not? Contents Introduction: 3 The United Colors of Benetton strategy 3 Three separate cycles of building Benetton’s value 4 Utilitarianism approach 6 Deontological approach 7 Conclusion 9 References 9 Introduction: As the students of MME (Economics and Management studies), we have chosen the topic, which involves our study program, which is the Marketing and Consumer behavior. Our topic is focused on the advertisement and the practices of United Colors of Benetton Company. Their way of marketing seems to be directed â€Å"another way† and it has been discussed several times whether their strategy is ethical or not in the past. First we†¦show more content†¦The â€Å"united† name became a metaphor pretty soon thus the name of Benetton’s company was changed to the United Colors of Benetton. One of their first add showing no racial differences saying â€Å"All the colors of the world† was the start of the new era of their many times controversial marketing strategy discussed all over the world. Three separate cycles of building Benetton’s value As it was mentioned above, the strategy of Benetton’s advertising campaign leads to many discussions and criticism and many of ads were prohibited in several countries. Their strategy is divided into 3 main cycles. The cycle of Difference The first and oldest cycle started in the 80’s and was concerning to the racial, religious and sexual conflicts and differences. All the conflicts are based on tabus and on a difference that separates rather than unites. The Benetton’s plan was to integrate opposites and to unite differences under a single flag – the Benetton’s logo. The ads were not so controversial. As in the following cycle – the cycle of the reality. 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