|The Benetton Group
The Benetton Group
The Controversy Continues
Benetton, the world famous clothing producer, once again dives into social issues that the United States may not be ready for. The Italy based group is well known for their shocking world issue advertisements that only bear the company logo. In fact, Benetton’s advertisements traditionally do not feature the clothes it sells; only the issues play the lead role. After years of controversy over ads such as AIDS, war, interracial relationships, and priests kissing nuns, it may be time for Benetton to campaign about something other than controversial social issues, like clothes.
On January 1, 2000, Benetton’s new advertising campaign wasn’t about sweaters or pants, but about convicted murderers that are on death row. The “death row” ads feature portraits of American death row inmates in prison uniforms with the slogan “Sentenced to Death”. The ads give the inmate’s name, date of birth,...