AIDS Campaign By Bennington's

Benetton's posted this particular billboard about 18 years ago in 1990. The advertisement depicts an AIDS victim in his last moments of his life surrounded by his crying family. I believe that this particular picture was used by Benetton's because it showed a different view of the AIDS epidemic. During the early 90's, and to this day, AIDS wasn't really accepted by the general public. It's like if you were an AIDS victim that you were nasty and that you slept around with everyone and people really had a bad perception of you. I believe that Benetton's advertised this particular picture to show that people had compassion for AIDS victims. By posting this advertisement Benetton's meant to bring more business to themselves by showing that they were more people friendly. They were showing that they cared about the struggles that people were going through in the real world. If people feel as if they can relate to something than they are more willing to patronize with it. They were probably thinking along the lines of, "Oh, Benetton's care about the lives of the ordinary people." People are more willing to buy products from people who are thinking of those less fortunate. The people at the head of the Benetton's advertisement board thought that if they put this picture up that it would appeal to people's compassionate side.
So, what was Benetton's real motive for posting this advertisement. Was it really to show the struggles of those less fortunate than them, or was it all just a plan to raise their company's profit. Many can argue that the Benetton's ad campaign was to raise awareness about some of the most difficult problems in America, but was that truly their motive for this whole campaign. Did the people who made the ads for Benetton's really care about the well being of the general people? Now, many can argue that the true reason that Benetton's ran this particular campaign was to raise their sells. During this particular time period, it was a very good way of bringing a more steady flow of money to the
business. It was Benetton's personal way of saying that they care for the people, so come and spend your money here. Did Benetton's really care about AIDS patients throughout American? If they did then why didn't they do anything in order to help the patients who needed help in the hospitals, or why didn't they give away a portion of their earning to help AIDS research. They also could have sent out food and water to the victims who were abandoned by their families that needed food and water. All in all this campaign was really just a means for Benetton's to get more money from the people. This was a very manipulative way for Benetton's to bring more people to their business. I also think it was a good plan to get more people to buy their goods, even though they went about it in the wrong way.