乔治·E·贝尔奇-广告与促销：整合营销传播视角（第8版）Chapter22a.pptVIP

Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion Advertising and Promotion Viewpoints Ethics in Advertising and Promotion Promoting Responsible Drinking Benetton’s “Death Row” Ad Offensive Advertising and Untruthful or Deceptive Advertising as Offensive or in Bad Taste Test Your Knowledge Advertising and Children Perspectives on Ads for Children Do TV Networks Have a Double Standard? Social and Cultural Consequences Does advertising affect Society? Advertising and Stereotyping What is your opinion of this ad? Dove Challenges the Norms of Beauty Test Your Knowledge Advertising Can Address Social Problems Do Advertisers Control the Media? Do Advertisers Control the Media? U.S. Government Discourages Drug Use Role of Advertising in the Economy Economic Impact of Advertising Test Your Knowledge The Economic Value of Advertising Summarizing Economic Effects Summarizing Economic Effects Do you agree with Leo Burnett? Relation to text This slide relates to the material on pp. 739-740 and Exhibit 22-4 of the text. Summary Overview This slide shows an ad from the controversial “Death Row” campaign that was run by Benetton in 2000. Benetton has always been known for its controversial advertising, and some magazines refuse to accept its ads. The company has defended itself by arguing that it is trying to raise people’s awareness regarding various social issues. However, the “Death Row” campaign was probably the most controversial of all the shock advertising used by company. Benetton argued that it ran the global campaign solely to spark debate on capital punishment. However, the ads outraged many people, including victims’ advocates who accused Benetton of glamorizing murders while ignoring their crimes. Benetton went too far with its “Death Row” campaign, and the company received a lot of negative publicity. Various victims’ right groups organized boycotts of the company’s stores, and Sears canceled an exclusive contract to sell a line of