... people all over the world. United Colors of Benetton have produced some extraordinary and unique advertisements. Benetton's originality in their advertisements is unlike any other clothing company. Instead of advertising their clothes on beautiful female and male models, Benetton uses real people, and situations and dilemmas in the real world to get their name across. "Benetton has taken images of human suffering and placed them within their advertising page, at least structurally linking them with issues of personal consumption and desire"i. Their controversial ads are notorious for the shock value they exhibit. People sometimes cannot believe that a certain advertisement is actually aimed at selling clothes. This "shock value" technique has recently been the new trend in 20th century advertising culture. It is a clever tactic that has recently been employed by various companies, agencies, and institutions throughout the world. "Pressure groups, charities and even governments have employed graphic imagery and ...

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