Ethics in Advertisement of United Colors of Benetton

As the students of MME (Economics and Management studies), we affirm chosen the topic, which involves our study program, which is the merchandising and Consumer behavior. Our topic is foc substance ab use upd on the advertisement and the practices of unite colours of Benetton Company. Their bureau of commercializeing seems to be directed an early(a)(a)wise direction and it has been discussed several(prenominal) clock whether their dodging is ethical or non in the past.First we would wish to lastlight the basics of the unite colors of Benetton lodge and then every the classical kinds of moral reasoning theories will be described (Utilitarianism, Deontology) utilise on the unite Colors of Benetton advertising strategy. Virtue ethics is not going to be discussed as it is not a suitable progression for this case. Utilitarian and deontological processiones are going to serve as a baseborn for understanding whether it would be wise for Benetton to change its strategy o r fall to its traditional way of marketing and ignore the voice of earth opinion.The joined Colors of Benetton strategyUnited Colors of Benetton is an Italian company that thank to its unusual way of advertising is dicussed all over the world. It is one of a few companies that does not insist on cover its products in the advertisements. instead of the product moot motives are used presenting different kinds of affectionate issues (eg. rasism, terrorism, loving tabus). The Benetton United Colors foot race illustrates how modern advertising has been radicalized into an explicitly governmental forum. (Tinic, 1997) Since United Colors of Benetton has started with this advertising strategy some critical reactions stand occured.As a result of this prohibit publicity many Benetton? s adverts were banned in several countries. The criticized aspect is mostly the fact that Benetton is an organization trying to reach the profit and high level of awareness among consumers. thusly its goal is similar to most of other businesses. However, Benetton? s representatives are trying to persuade the public ab stunned their concern in steering at most dicussed issues in the world and increase general awareness about these problems. United Colors of Benetton uses shocking motives, in other words upkeep appeal, in its adverts.Fear appeal is used in eg. stop smoking, prevention against aid and drugs advertisements. Scary and eye-catching motives are used in the adverts to show what unhealthful consequences could a certain activity cause. Some of Benetton? s adverts also use fear appeal simply the problem is that in regular commercials where fear appeal is presented, possible solution or prevention against the problem is presented in the message (eg. prevention against AIDS use condoms). Benetton has been trying to call forethought to actual social issues but they never provide any other information than the companys trademark.Beyond complaints about individual Be netton advertisements, thither appears to be an undercurrent of unease caused by the fact that social problems bedevil been linked to the sale of designer c copehing. (Tinic, 1997) Therefore our paper is going to dicuss whether the advertisements of United Colors of Benetton are ethical or not based on the theoretical framework related to moral reasoning. The company? s school of thought is based on the conviction of Mr. Benetton who says that discourse should no be equip from outside the company, but it should be conceived from within its heart.The United Colors of Benetton (UCB) emphasizes that the communication should be no longer connected with the consumer but with the individual. By get into the universe of determine, the brand frees the product from the world of merchandise and manufacturing and makes it a social being of its own. By addressing an individual rather than a customer, the brand skunk identify its target on the basis not of age or income, but of a shared vision of what is important, starting from a fixed of common values. ( Luciano Benetton)First idea of Benettons company was written in the early 60s because their sweaters were marketed into the many different countries with different battalions skin tones. The united name became a metaphor slightly soon thus the name of Benettons company was changed to the United Colors of Benetton. One of their first add showing no racial distinctions saying 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 Benettons valueAs it was mentioned above, the strategy of Benettons 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 expiration The first and oldest cycle started in the 80s and was concerning to the racial, religious and knowledgeable conf licts and differences. All the conflicts are based on tabus and on a difference that separates rather than unites. The Benettons plan was to integrate opposites and to unite differences under a single flag the Benettons logo.The ads were not so controversial. As in the following cycle the cycle of the reality. The cycle of reality This cycle starts in the early 90s as the answer to the Gulf state of war (the ad showing the war cemetery. This ad was refused to print it by several newspapers. This kind of ads showed the reality of the bearing but paradoxly the most censured campaign showing the newborn baby (as the eruption of real life) caused the biggest scandal. Another campaigns showing the real, high drama situation were censured too. There are pictures of some of themThe pictures of AIDS patient, the spend and the Albanian emigrants were not taken for the ad campaign but were the function photos used for conveying styles. They were showing the real world. The cycle of fr ee livery and the skillful to express it Last and the most recent cycle campaign was actually created as the answer to the second cycle. The reaction to the real life photos was often violent and not accepted by the critics. Benetton has been fighting for having a free speech and good to express it by new kinds of campaigns (trying to spotlight the AIDS issues, homosexuality, racism, etc. ) Utilitarianism approachUtilitarianism is the moral reasoning approach theory, which is respond the question, what is right and wrong in various situations. The effects and consequences determine the right or wrong action. The greatest good for the greatest number whitethorn be defined as a utilitarian approach. Pleasure and aggravator measurement is based on the Cost benefit analysis. The founder of utilitarianism was Jeremy Bentham. He was saying that ethics is much or less a mathematical equation (total triumph plus pleasure minus pang). The negative consequences would hurl a negativ e impact on the society and it would create the unhappiness.Everyone who would individualate to the rule the security would be given as well as predictability and certainty leading to the overall happiness. For a Benettons company the happiness may be described as the total way of the companys philosophy. Their goal is not only increase their profits but also the social awareness of the real life problems concerning all of us. The pain involves those who protest against the Benettons adverts. The amount of those who protest against the Benettons adverts is rapidly diminish and the Benettons strategy has been getting more and more accepted.This means that the Benefits (Happiness) outnumbers the cost (Pain) thus according to the Utilitarian approach of moral reasoning the Benettons campaign is ethical. A utilitarian could condone or even rate an act of deception if the positive consequences outweighed the negative consequences. (van den Belt, 2010) From the utilitarian point of view, even if Benetton? s advertisements are being criticized, it still brings a lot of positive results (eg. change magnitude awareness about the brand). Both positive and negative evaluation enable the brand to be seen and perceived among consumers.Deontological approach Deontological approach as well as utilitarian approach are interested about a practical solution of a problem more than a philosphical/abstract solution that is more typical for virtue ethics. The stub principle of both(prenominal) deontological and utilitarian approach is finding the right amour to do in a certain situation. On the contrary, there is a dissimilarity between these two approaches as utilitarianism is more focused on consequences and deontological approach emphasizes side features of the actions (eg. ishonest or fraudulent behavior). In case of United Colors of Benetton , there is a question if it is correct and ethical to use social issues and catastrophical motives in their commercials.Accord ing to questions What should I do? or What is the right thing to do? the solution from the moral perspective would probably be elimination of controversial motives from Benetton? s advertisements. The reason why this solution would be chosen is calming of the situation decrease of criticizm among the consumers. The public would be squelched ith not being exposed to unpleasant images of Benetton? s adverts. On the other hand, from the business perspective, Benetton would lose its unique way of increasing awareness both about the social issues as well as about the brand. ground on deontological approach Benetton should change its strategy and use less controversial motives. The company should not only think about instrumental values but should also take into account tha fact that human beings have moral dignity and possess intrinsic value (van den Belt, 2010). ascribable to this reason the company should not only strive for the profit and increased awareness. Choice of less contr oversial motives or change of advertising strategy could be one of the solutions. It is exclusively the good will of the acting person that renders his action morally appropriate, where one should act out of duty, not out of prudence. (van den Belt, 2010) Moral issue related to this citation are in case of Benetton as follows ? never injure anyone with your advert messages? but it does not necessarily exclude the fact that ?Benetton? s commercials should always please everyone?. The way Benetton does its advertisements is unique in the market. There have already been many trials of other companies to copy this strategy but they were never successful. Advertising strategy of Benetton is so distinct from others that losing such a competitive advantage in the market could cause harmful consequences for the company. That does not mean that opinions of the consumers should be ignored. The voice of public should definitely be taken into consideration.