Abstract

The case examines the problems that the apparel manufacturer Benetton had to face as a result of its controversial advertisements. The case also provides information about the company’s recognition of these problems and the corrective measures it took. The case is so structured as to enable students to see the importance of ethics in advertising. Though Benetton intended to address social issues through its advertisements, its handling of the campaigns resulted in many problems. After reading this case, students should be able to discuss the merits and demerits of using controversial advertisements. The case is aimed at MBA/PGDBA students, and is intended to be a part of the Marketing or Business Ethics elective curriculum.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Controversial advertisements of Benetton, ethics in advertising.

Keywords

Apparel manufacturer, Benetton, controversial advertisements, company, recognition, corrective measures, ethics, advertising, campaigns, merits, demerits, controversial advertisements