Benetton

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Benetton has rethink as store sales unravel

Opgave I: Resumé på dansk
Benetton har åbnet nogle nye stormagasiner rundt om i verden. Dette skyldes, at man ønsker at ændre image, efter nogle kontroversielle kampagner, hvor man bl.a. så en præst kysse en nonne.
Kunderne finder det svært at vælge, hvad de vil have, fordi der er meget at vælge imellem, og de har derfor alt. Derfor skal Benetton tilbyde mere. Udover produkter skal de også udvikle et image.
De kontroversielle reklamer førte ikke til en omsætningsfremgang; man ønskede blot at igangsætte nogle forskellige debatter, men ikke alle var enige i måden at fremføre idéen på. Nu er det så nødvendigt for Benetton at forny sig. Eftersom mange butikker ejes af franchisetagere, har man tabt forbindelsen til kunderne, hvilket netop er vigtigt inden for detailhandelen. Derfor vil Benetton overtage flere af deres egne store butikker. De mindre vil stadig kunne findes i de fattigere områder.
Og så er Benettons kultur baseret på fabrikationen og ikke på detailledet, som kender kundernes behov, hvilket ses hos spanske Zara.; Benetton sælger det, de laver, og ikke det kunderne vil have. Benetton tror imidlertid, at de nye store butikker er løsningen på dette problem, og man bryder derfor med det hidtidige franchisekoncept. Om det så også er det, kan kun fremtiden fortælle.

I dette resumé er der 205 ord.


Opgave II: Oversættelse
The French group’s American subsidiary with headquarters in Plano, Texas, maintain that they have received “fantastic feedback” on the TV spot with King, which is to be the first step in a long sales campaign.

The TV spots are supplemented by ads in daily newspapers and magazines. Also here the modern technology has been used for changing the otherwise so well-known pictures of the end of the civil rights fighters’ march to the American capital.
All this happens with the King family’s written permission. However, it was not given until Alcatel had paid a substantial fee to The King Centre in Atlanta. The Centre owns all the rights to Martin Luther King’s speeches, and it is guardering them zealously.

While Alcatel claim that the ads strenghten King’s image and bring it to new generations, the critics see them as a height of bad taste.


Opgave III: B

A life without controversial ads?

Today, the advertisements play an important role in our lives all over the world. They are often provocating, and they are rarely made only for informing the world of the company’s and the ad’s excistence. Some ads are very controversial, and some ads create a life style for the consumers. In the following essay I will write about how the companies use controversial ads to catch the consumers’ attention.

You see the advertisements all the time; when you turn on your television, when you open a magazine and even when you drive on the highways down through Europe. In my opinion, life without ads is unrealistic. They are creating a life style for people, and they have a large influence on what we are doing. For instance you receive the latest catalogue from the mega store Bilka. They are announcing the new Playstation 2 at a price which is much lower than the other suppliers, and that attracts a lot of consumers. This is an example of an everyday occurrence.
Other ads are made with two purposes. Firstly, they are made to bring attention to the company and its articles. Many companies spend much money on marketing to direct the consumers’ focus their way (and then of course to earn money). Secondly, many ads are made to create an image for the people. This is actually said indirectly by Mr Benetton in the article:
“Customers find it more difficult to choose than they used to because there is so much on offer. Nowadays a lot of people have everything.”

With this statement he means that the consumer want more than just the product; they want to have status when buying articles. It is difficult to choose since many products are offered to the population. So consequently, companies have to differ from each other, and they are doing it by advertising. As a consequence some of these ads will be controversial; these kinds of ads are easy to remember; for example the ads from Benetton. People all over the world were astonished that a company could create such kind of marketing.
In Denmark we also have several companies which have attracted the consumers’ attention by different marketing. E.g. a Danish newspaper has used a hanged (hung ) man followed by the text: “Fetaost (in English: Fetta Cheese)” and below the picture: “Samhandel for enhver pris (in English: Trade at any price)”. The Danish ombudsman claimed that this combination of marketing and violence was not tolerated, and it was contrary to the Danish marketing law §1 . He did not find it ethically correct.
Another controversial ad in Denmark is the ad from the “council for more safety in traffic” (Rådet for større trafiksikkerhed). Its latest campaign shows people who tell about their experiences during an accident in the traffic while the camera slowly rewinds the pictures, starting from the time of the accident and back to the time of the driver sitting in the car. Though this campaign is controversial, it is ethically correct. A lot of feelings are involved while seeing it.
In the case of Benetton, the company received much attention with its campaign which among other things shows a priest kissing a nun. Some of this attention is not only good. But I think that bad attention is better than no attention (in most cases). But still it is maybe to cross the lborder when a man dying from AIDS is used in an advertisement.
But nowadays people expect ads which are “unusual” (whether they are unusual is difficult to say since they cannot be unusual if they expected to be so). When the Danish newspaper Ekstra Bladet started their sales campaign “Find dig i Ekstar Bladet – eller find dig i hvad som helst”, people recognised it as their slogan. Though it could seem very provocating and controversial, many people liked it, and they could see the message in the campaign. For some years ago, the same newspaper launched an ad containing some men in the bathroom of a swimming hall. One of them found a hole where he could see the women’s bathroom. A cleaner saw the man, but she could not recognise him, and therefore she went into the men’s bathroom. In the meantime, the man had got an erection and covered this he used Ekstra Bladet. And the ad ended with the text: “Ekstra Bladet – covers it all”. This could maybe seem offensive to some people, but still I think it is a fairly fun ad.
Alsothe ad bringing parts of Martin Luther King’s speech is pretty funny. I am not offended by a man, who is now dead, speaking to the population, and I understand why Alcatel used him – there is connection between the selection of contents and the message; the people, who are critised, are the King family. They appear to be money-grubbing.
Personnally I am very tolerant of what is acceptable in advertisements. The contents should be very off limit if I were to dismiss an ad. By this it is not said that I love ads. The most of them I despise, but that is more because I think their contents are chosen wrongly. But that is another discussion.

But in conclusion I think that several companies have used ad campaigns which contain things that can seem controversial to many people. Some of these ads have actually been dismissed, but others are maybe different, but still they are ethically correct – and these ads should be maintained despite their controversial way of expression.

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