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Paper #010398 :: Benetton's Ad Campaign
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Analysis of controversy surrounding "We, on Death Row" ad. Issues of ethics, capital punishment, company's marketing approach.

Written in 2001; 1,800 words; 13 sources; $ 63.95

From the Paper:

"Introduction
This research examines ethics issue fronts presented by the January 2000 United Colors of Benetton's advertising campaign, titled "We, on Death Row." The advertising took the form of a Benetton's sales catalogue, billboards, and posters, and featured photographs of death-row inmates at various state prisons and an accompanying essay describing their plight. The campaign, like previous Benetton's ad campaigns, fused social-issue advocacy and sales promotion and incited public controversy. Its subject matter gave it a higher public profile, however. Sears, Roebuck & Co., a longtime retail customer of Benetton's, cancelled orders in protest (White, 2000, p. 62), and the state of Missouri sued Benetton's for misrepresenting its marketing strategy as journalism. This research examines.."

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