Product advertising

Product Advertising
1. Aims of advertising, different media, classification.
2. Ethical considerations in product advertising.
3. Benetton Group: overview of its product
advertisements.
Ignore advertising or hate it…but you can’t deny that you need it!

Aims of advertising
- to sell: a product;
a service;
or an idea.
- to attract your attention, and then
- to make you buy this or that product
- real objective is effective communication between producers and consumers.

The most common used advertising media are:
Television
Newspapers
Radio
Internet
Telephone and mobiles
Hoardings, boards and posters

Types of advertising
based on the functional aspects
Informative advertising
Persuasive advertising
Reminder advertising
Negative advertising

Ethical considerations
It is generally agreed, illegal to use vexed questions of:
- race,
- religion,
- diseases
- …
- advertising, which would influence on children and,
- telling the truth,
- promoting health,
- especially, shocking advertising.

Benetton Group
The very first mention about Benetton was in 1955. Giuliana and Luciano Benetton bought their first knitting machine and began selling Giuliana's woolen sweaters.
In 1965: The Benetton family formed a partnership.

Oliviero Toscani invented a new name –
"United Сolors of Benetton",
which became a brand of Benetton in the late 90-s.
In the middle of 80-s the photographer Oliviero Toscani was offered to lead an ad department of the company.

UNITED COLORS OF BENETTON
Above all – human equality!

UNITED COLORS OF BENETTON
Above all – human equality!

UNITED COLORS OF BENETTON

Above all – human equality!
UNITED COLORS OF BENETTON