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CONCLUSION ANALYSES
While analysing the United Colours of Benetton campaigns, we have come to know a lot. Despite the fact that all the campaigns are different, we have come to realise that they all have something in common. The general message United Colours of Benetton wants to spread with their campaigns is that equality matters.
In the campaigns, Benetton highlights topics such as racism, war, inequality and disease. Although these are all different subjects, they share the same thought. Benetton’s goal is symbolized through all their campaigns. People should be treated equally, no matter their skin colour, gender, nationality, religion or nature.
Benetton really improves the world with their campaigns, because they show us the real problems in the world. They do this by use of shock advertising. In first case this causes a lot of disagreement among the public. The controversial way of marketing is apparently necessary for the world to finally see the problems that really matter. Because the campaigns are so controversial, people start conversations with each other about the topics. Although, in general, the advertisements are not taken positive, people do start thinking about them and create an opinion. In this way Benetton gets what it wants: awareness of the problems.
The company improves the world in a way that they make avoided subjects discussable. This creates harmony and peace in the world, which indirectly causes the world to improve.