<abstract xmlns="http://www.w3.org/1999/xhtml"><p> In today’s economies the role of marketing cannot be underestimated, just the sole amount of media communications is astonishing not taking in consideration the different marketing and PR strategies involved. The most well-known tools include advertising, public relations, sales promotions, direct marketing and personal selling. There is an increasing number of advertisements that reach our attention by the presence of vulgarity, nudity or moral offenses. The aim of the article is to extensively review the literature of shock advertising namely shockvertising and to pinpoint its evolution in case of Benetton fashion brand. Shockvertising focuses on the idea of selling products through evoking terrifying and repulsive emotions. This type of advertising is used to sensitize people to religion, racism, war, poverty and other taboo topics. The descriptive method is used in order to describe such complex phenomena. The research is conducted in the form of a retrospective qualitative case study focusing on the historical events that are connected to the communications at Benetton. Through the following research a better understanding of shockvertising and its dynamics is reached and emotional reactions of a range of individuals is presented. In addition, the question of ethical considerations and the shock advertising effectiveness is analyzed.</p></abstract>

In today’s economies the role of marketing cannot be underestimated, just the sole amount of media communications is astonishing not taking in consideration the different marketing and PR strategies involved. The most well-known tools include advertising, public relations, sales promotions, direct marketing and personal selling. There is an increasing number of advertisements that reach our attention by the presence of vulgarity, nudity or moral offenses. The aim of the article is to extensively review the literature of shock advertising namely shockvertising and to pinpoint its evolution in case of Benetton fashion brand. Shockvertising focuses on the idea of selling products through evoking terrifying and repulsive emotions. This type of advertising is used to sensitize people to religion, racism, war, poverty and other taboo topics. The descriptive method is used in order to describe such complex phenomena. The research is conducted in the form of a retrospective qualitative case study focusing on the historical events that are connected to the communications at Benetton. Through the following research a better understanding of shockvertising and its dynamics is reached and emotional reactions of a range of individuals is presented. In addition, the question of ethical considerations and the shock advertising effectiveness is analyzed.

Marketing communication analysis of benetton PR campaigns

Proceedings of the International Conference on Business Excellence

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

{"article-title":"Marketing communication analysis of benetton PR campaigns"}

In today’s economies the role of marketing cannot be underestimated, just the sole amount of media communications is astonishing not taking in consideration...

Marketing communication analysis of benetton PR campaigns

Publié en ligne: 15 juin 2018

Pages: 457 - 465

DOI: https://doi.org/10.2478/picbe-2018-0041

Mots clés
shockvertising, marketing, PR, Benetton, ethics, media

© 2018 Cynthia Bianka Incze, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Marketing communication analysis of benetton PR campaigns

Publié en ligne: 15 juin 2018

Pages: 457 - 465

DOI: https://doi.org/10.2478/picbe-2018-0041

Mots clésshockvertising, marketing, PR, Benetton, ethics, media

© 2018 Cynthia Bianka Incze, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Mots clés
shockvertising, marketing, PR, Benetton, ethics, media