Benetton advertisement

After looking at the photo used in an ad campaign by the clothing company Benetton I feel it was a target at attracting more consumers. While it may have aided in drawing more attention to the disease, I feel marketers looked at this tactic as a money making scheme. By appealing to consumers emotions they were able to sell clothes. After seeing this ad I think it would prompt not only previous consumers but even new ones to stop and look at their clothes. They will want to see who it is that produced this ad and what they have to offer. The picture is something that will stick in their head and also the name printed on the photograph so when people see the name while out shopping they will be tempted to stop and look at the clothes. While some may argue that the company Benetton donated a portion of their profit to an AIDS foundation I feel that what they donated in comparison to what they make is a small amount as it often is in many cases. Even looking at the time period early 90’s where people were more close minded and uninformed about the disease, some may argue it was a big risk to use the ad knowing that people were so against those who had AIDS and afraid of contracting it, makes it an even bigger money making scheme because that right there to me creates controversy and controversy gets you publicity, its nothing more than public attention seeking. I’m sure sales went up after they used this ad, and if sales hadn’t gone up I’m sure the ad would have been immediately removed.