Benetton's controversial advertising most definitely contains strong examples of shock advertising, due to the images the clothing company often chose to use. Though I do believe this kind of advertising often helps increase sales of a brand, I do not think it it is the most ethical way to get the public's attention. Benetton exploited certain sensitive subject matters in order to create controversy and discussion about their company. Although I am not one opposed to using shock value to generate buzz about a brand, I am opposed to most of the messages and images that Benetton chose to display in their advertising. For example, I do not see the correlation between a clothing company and a family grieving over their son's death as a result of AIDS. It is one thing to raise awareness about an important issue to show your company is giving back. It is another to simply take advantage of a world-wide problem and use it in advertising for your own benefit. Although sales did increase frequently due to the many controversies, at the end of the day, I do not think Benetton was perceived as a company with honorable morals.
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