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Conclusion

We DON'T believe it was ethical for Benetton to use this campaign as a platform for generating brand awareness.

Glamourizing the Prisoners

The Insincerity

- the Ads appeared everywhere

- Rolling Stone

- Billboards

- Street signs

- online advertisements

- Benetton didn't take into account the victims and families of the gross atrocities committed by these men

- Put a face on people, but didn't talk about their crimes

Conan Wayne Hale

Jesse Compton

Cesar Barone

The Results

- Benetton was sued

- Donated $50,000 to the Missouri Crime Victims Compensation Fund

- Wrote apology letters to the families of the victims

- Immediately stopped using the ads

The Humanity.... or lack thereof

Shouldn't we be humanizing the victims instead of the murderers?

Misdirected Sympathy

Makes you feel badly for the prisoner, while forgetting about the victim.

Works Cited

articles.latimes.com/2000/feb/24/news/mn-2088

www.theguardian.com/media/2001/jun/18/advertising.marketingandpr

deathpenalty.com/benetton

we see what you're saying

- we understand and accept the viewpoint of the opposition

the platform

success of the company

we understand the social justice

Benetton is known for using Ads as a platform for exposing controversial issues of human rights and social justice

- yea we agree that the death penalty is wrong

- Benetton knows it's being controversial; that's the goal of its advertising

- the company has been successful in raising public awareness

Ethics of the Benetton "Death Row" Campaign

Based on Jim Harvey's speech structures

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