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文章基本信息

  • 标题:THE INTERCULTURAL IMPACT OF MARKETING CAMPAIGNS OF THE BENETTON BRAND
  • 本地全文:下载
  • 作者:Corina Anamaria IOAN ; Florin-Alexandru LUCA
  • 期刊名称:Management Intercultural
  • 印刷版ISSN:1454-9980
  • 电子版ISSN:2285-9292
  • 出版年度:2014
  • 卷号:XVI
  • 页码:459-470
  • 出版社:Romanian Foundation for Business Intelligence
  • 摘要:Ad campaigns created in-house in Benetton - United Color of Benneton, by Oliviero Toscani, the a known avant-garde photographer, made around the world to talk about the company for over 20 years. Black woman breastfeeding a white child, an AIDS photographed faces of dying or sentenced to death in American prisons are some of the most controversial advertising images of the past decade. The steps of the original communication- or socking- were appreciated and rewarded socially, professionally, but were denied exposure in certain cultural contexts undergo hardship mentality. The proposed theme is extremely vast and pointing neuralgic issues of the contemporary world (racism, the death penalty, intercultural conflicts, migration, pollution) generated both adhesion and support, as well as violent reactions.
  • 关键词:Interculturalitate; Marketing; Marketing campaigns; Benetton; Brand
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