A study on United Colors of Benetton

1. INFLUENCING SOCIETAL CHANGE
THROUGH SHOCKVERTISING
Benetton’s “Shock” Advertising CSR Campaigns

2. WHAT ARE WE TALKING
ABOUT TODAY?
• Corporate Social Responsibility
• Techniques used in CSR
• Impact of CSR on audiences

3. DIVING IN
• Social responsibility is a
global obligation
• Many corporations get
involved in CSR
• But does CSR really
impact our society?

4. RESEARCH QUESTIONS
• What specific techniques are used by United
Colors of Benetton in their CSR campaigns
and activities?
• To what extent do CSR campaigns and
activities positively effect social change?

5. WHO SAID WHAT?
Defining CSR:
• Alexander Dahlsrud, (2008).
"How corporate social
responsibility is defined: an
analysis of 37 definitions."
• Uncertainty as to how CSR
should be defined
• CSR is typically defined in
relation to environmental,
social, economic,
stakeholder and
voluntariness dimensions

6. “A concept whereby companies integrate
social and environmental concerns in their
business operations and in their interaction
with their stakeholders on a voluntary basis”
Commission of the European Communities,
2001

7. WHO SAID WHAT?
• Özlem Sandıkcı, (2011).
"Shock tactics in
advertising and
implications for citizen-consumer."
• Shock advertising -
elicits attention /jolts
consumers/ cuts through
clutter
• Effects - opinion
formation and action
taking

8. LET’S HEAR FROM JOE
PUBLIC
• 37 persons surveyed
• Most familiar with Benetton,
but not customers
• Unfamiliar with ‘Unhate’
campaign
• Did not like image of leaders
kissing
• Did not see connection of
condoms with product

9. RESPONSES TO Q. 10. AFTER SEEING SEVERAL OF
BENETTON’S AD CAMPAIGNS, HOW WOULD YOU RATE ITS
INFLUENCE ON YOUR ATTITUDE TOWARDS SOCIAL ISSUES?

10. RESPONSES TO Q. 11. DO YOU THINK THAT
CORPORATIONS WHO ENGAGE IN THIS TYPE OF
CAMPAIGNING CAN POSITIVELY INCITE CHANGE IN
THE SOCIETY?

11. THEREFORE
• Benetton’s CSR technique:
• SHOCKVERTISING
• Does it influence change?
• Our participants may not have been moved
• Sandıkcı’s study highlighted Benetton’s ‘Looking at
Death in the Face’ campaign which encouraged
discourse on the issue of capital punishment

12. LIMITATIONS
• Small sample size
• Longitudinal effects - assignment had a due
date, not much time for research
• Cultural bias

13. WHAT DO I THINK?
Campaigns initiate
public discourse
Public pressures
Governments/
Families/ Friends/
Corporations
Legislation created/
Attitudes & Behaviors
changed

14. THANK YOU
Any questions?