Transnational Advertising And International Relations: US Press Discourses On The Benetton ‘We On Death Row’ Campaign  

Oleh:

Kraidy, Marwan M. ; Goeddertz, Tamara

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Media, Culture & Society vol. 25 no. 2 (Mar. 2003), page 147-165.
Fulltext: 147MCS252.pdf (93.94KB)

Isi artikel

This article should not be misconstrued as a defense of Benetton’s brand of transnational advertising. With other scholars who have analyzed Benetton’s campaigns (Giroux, 1994; Hoeschmann, 1997; Tinic, 1997) we believe that ‘the bottom line for the company is profit and not social justice’ (Giroux, 1994: 12). The social messages expressed in its advertising campaign should not obfuscate the fact that the Benetton Company is a highly successful post-Fordist corporation probably engaged in business practices that undermine social justice. Besides, Luciano Benetton, senator in the Italian parliament, is a leading proponent of business interests in Italy, known more for his neo-liberal political beliefs than for his social activism (Giroux, 1994; Hoeschmann, 1997). Recognizing that Benetton’s primary goal is to sell sweaters rather than raise consciousness, we nevertheless believe, with other researchers (Costera Meijer, 1998; Garc´ia- Canclini, 1995), that advertising can, in some situations, raise important political issues. This article’s objective is to examine the reception of the ‘We on Death Row’ campaign in the US prestige press to understand how the political message carried in the campaign is received and ‘domesticated’ for consumption in the United States.

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