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Benetton presentation

Some words about Benetton's campaing called "United colors of violence"
by

Sergei Zhukov

on 25 April 2010

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Transcript of Benetton presentation

Colors of Domestic violence McCann Erickson agency has done an excellent job in the world Benetton brand. Now Benetton is trying to initiate some actions regarding the home violence against women. The advertisement is showing women having clear marks of violence inflicted on them. The brand is brave enough to try with a negative view their same slogan – United Colors of Benetton (combined color Benetton), and make it a more cruel: Colors of Domestic Violence (the color of domestic violence). The United colors of Benetton seems to be scoring at both ends while drawing Victimized picture
of women it satiate its social responsibility and dressing them up in stylish apparel will satiate its commercial hunger. However, following this endeavor the campaign seems to be loosing direction as it’s impossible to join both ends.
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