Benetton Ads

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Benetton Ads

• "Benetton is trying, through its depiction of the
  intense suffering of living things, to evoke a
  feeling of compassion on the part of the
  consumer, and to suggest that it is sympathetic.
  In this way, Benetton tries to enhance its name
  and its business in the mind of the consumer."

• Benetton is known for its provocative ads aimed
  at sparking awareness of controversial social
  issues. Past campaigns have shown a priest and
  nun kissing, a dying AIDS patient and bloody
  victims of war.

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Benetton Ads

• David Leroy SkaggsOne of a half-dozen images for
  Benetton's new ''We, On Death Row'' campaign,
  this ads shows David Leroy Skaggs, 49, who has
  been on death row since December 1983, awaiting
  electrocution for two counts of first-degree
  murder. The campaign began appearing on
  billboards and major news publications worldwide.

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Benetton Ads

• KosovoPart of an ad campaign in the spring of
  1999 focused on peace and in support of
  humanitarian action for Kosovars. This ad shows a
  bloodstain on a white field. Said photographer
  Oliviero Toscani, This mark will stain the pages
  of our newspapers alongside advertising that
  wishes to gloss over and wipe such images from
  our consciences.

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Benetton Ads

• Priest and NunThis photo of a priest and a nun
  kissing was released by Benetton in its
  autumn/winter 1991 campaign. It was banned by the
  Italian Advertising Authority. The message Love
  surmounts all conventional taboos.

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Benetton Ads

• Electric ChairThis photograph from the 1991
  reality series "The Omega Suites" depicts the
  electric chair at Greenhaven Correctional
  facility in New York

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Were the messages effective?

• German Court Bans Shocking Benetton Ads Panel
  labels as 'immoral' the clothier's campaigns on
  HIV, oil slicks and child laborers.
• Opponents of Benetton's controversial "shock
  advertising" campaign won a round Thursday, when
  a German appeals court ruled that three of the
  Italian clothing company's commercial images
  could not be published in this country.
• What could/should Benetton executives have done?

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Research

• Q How many of you have ever been surveyed?
  About? Good experience?
• Q Why were you surveyed?

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Why do we conduct research?

• To get published (recognition)
• To get tenure/promotion (keep my job)
• To answer questions (wouldn't it be interesting
  if we knew...)
• To find trends (what has been done is it still
  being done)
• To keep an eye on institutions (act as watchdogs)
• To look at ourselves (why do we act as we do?)
• To help industries (probably should do more here)

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Other reasons for research

• Job prospects excellent, maybe the biggest
  increase in jobs in mass communication.
• For example Market research may be interested in
  how many people use a certain kind of deodorant
  or would use a new deodorant.
• Also markets are increasingly becoming more
  global and multicultural.
• Niche marketing" techniques will become more
  important in garnering the consumer's brand
  loyalty worldwide.
• Increasingly, there will be a premium paid to
  those who are able to recognize cultural
  differences plus adapt quickly to different and
  changing environments.

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Coca-Cola - China

• While doing the research for four suitable
  characters a number of shopkeepers had also been
  looking for Chinese equivalents for "Coca-Cola"
  but with weird results.
• Some had made crude signs that were absurd in the
  extreme, adopting any old group of characters
  that sounded remotely like "Coca-Cola" without
  giving a thought as to the meaning of the
  characters used.
• One of these homemade signs sounded like
  "Coca-Cola" when pronounced but the meaning of
  the characters came out something like
• - "female horse fastened with wax"
• - bite the wax tadpole"

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Coca-Cola - Cuba

• Cuba 'Tome Coca-Cola' (Drink Coca-Cola) was
  blurred so that the crowds below received the
  message, 'Teme Coca-Cola (Fear Coca-Cola).
• Then even the Company's most earnest efforts
  to adapt advertising to local culture provoked
  trouble. An elegant lithograph showing a
  bullfight was prepared for Cuba, but since the
  sport was illegal there, it proved unusable."

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Pepsi - Taiwan France

• TAIWAN Pepsi's 'Come Alive with the Pepsi
  Generation' was literally translated in Taiwan,
  where it meant 'Pepsi will bring your ancestors
  back from the dead.
• FRANCE The nearest Coke ever came to such a
  faux pas was with its French version of 'Have a
  Coke and a Smile,' which, when heard as lyrics in
  a song, could easily be misunderstood as 'Have a
  Coke and a Mouse'.

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Ways we know about the world

• Authority
• Tradition (Tenacity)
• Faith/Intuition
• Personal Observation
• Scientific Method Systematic, controlled,
  empirical and critical investigation of
  hypothetical propositions about the presumed
  relations among natural phenomenon.

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Types of Research

• Low credibility High credibility
• Informal Structured
• Unscientific Scientific

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Mass media research as social science

• How does social science differs from other ways
  of looking at the world?
• Based on theory, not belief or philosophy.
• Theory is a set of related propositions that
  presents a systematic view of phenomenon by
  specifying relationships among concepts.

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Characteristic of Scientific Method

• Public
• Objective
• Systematic
• Empirical
• Cumulative
• Predictive

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Assumptions of Social Scientists

• The world in an orderly place
• There are individual and social irregularities.
• Behavioral regularities are both observable and
  measurable.
• Behavior has understandable causes

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Basic Applied Research

• Basic research Theory driven. I have a theory
  that I want to examine in a different way.
  Example I like the idea of agenda-setting, so I
  want to conduct a study testing this theory
• Applied research Industry driven. I have a
  problem that I want to solve. Example Is there a
  way to produce a more effective newspaper? Why
  don't you read a newspaper?