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CONCLUSION ARTICLES
Despite the fact that all the campaigns are different, the general message is the same. The general message United Colours of Benetton wants to spread with their campaigns is that equality matters.
In their 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 what their skin colour, gender, nationality, religion or nature is.
Benetton tries to convey this message by use of shock advertising. Initially 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 positively, people do start thinking about them and create an opinion. In this way Benetton spreads their mission statement.
One thing all the campaigns have in common is that Benetton’s mission statement is portrayed in it, with use of up to date topics, pathos and a certain tone.
The topics have changed over time because of new problems that Benetton wanted to create awareness for, however they always deal with problems that are important in that particular period.
Pathos can also be found in almost all advertisements. Benetton very often appeals to the people’s emotions, however not always in an equally strong way. This cannot be measured per period of time, it really differs per campaign.
In the tone we do see clear differences overtime. The mission statement behind the campaigns has always been very controversial. In the first period from 1984 to 1990 we see that the images of the campaigns themselves are not very controversial, which clearly changes after 1990. Since 1990 Benetton’s campaigns have become a lot more aggressive image wise. You do not see this in all campaigns, but in general you can state that the tone concerning their mission statement really becomes more effective.