United Colors of Benetton’s Philosophy on Advertising

According to the United Colors of Benetton’s campaign history, their ads are based on the idea that “communication should not be commissioned from outside the company, but conceived from within its heart.” United Colors of Benetton wants to suspend their customer’s obsession with the actual clothes and make them aware of what is important in the world. They feel that by using controversial images such as AIDs activist David Kirby on his death bed or a new born baby (umbilical cord and all) or a sea of condoms, they can appeal to their clients emotionally. United Colors of Benetton tries to appeal to the younger generation by relating to current events.

If you are a loyal customer then you will always buy their clothes. If you are a customer that keeps up with current events, then United Colors of Benetton not only appeals to your fashion sense but also your conscience. The point of their controversial ads is to demonstrate that they have the same values as their customers. The fact that the United Colors of Benetton wants to relate to their consumers on a personal level is amenable. The United Colors of Benetton claims that “by addressing an individual rather than a customer” the company can have a better relationship with their clients. Their clients can refer to the company as an understanding friend rather than a giant, faceless corporation who only wants their money. Ideally, the United Colors of Benetton’s ads are more compassionate and thought provoking than a regular ad with perfect models in rigid poses.


This specific ad of David Kirby is disturbing, emotional and thought provoking, all at once. This ad does not appeal to the consumers commercial needs. It does not reveal the latest trends in jeans or the United Colors of Benetton’s assortment of colorful sweaters, but it is an image of a man dying with AIDs. Depending upon the mentality of the viewer, this ad can be very appealing or not appealing at all. If the viewer is open minded they can see that the image is not to persuade them to buy their clothes, but to trust and appreciate the United Colors of Benetton. They use images such as these to say to the customer “hey! I’m on your side! You see what’s going on in the world! And I see it too!” This makes the company more heroic and endearing.

Conversely, today’s viewer may not see the image of a feeble Kirby as appealing in any way, shape or form. To younger viewers it is a picture of a dying man, no message, nor advertising. I, myself was confused and taken aback by the image; but after researching the campaign history of the United Colors of Benetton, I was able to understand the message. Be that as it may, viewing this image with “2008 eyes” as Ms. Irving calls it, is strange. I understand the message that the image is suppose to relay, but looking at such a disturbing image does not appeal to any of my senses. People who are my age are not used to looking to clothing companies to provide a significant message about the world, with the except of the Gap and the (red) campaign. Nonetheless, the message is still there, it just takes a little more thought.