This kind of image, with a high concentration of theological symbols, cannot be recreated and parodied for commercial ends without offending the religious sensitivities of at least part of the population.
- statement from the Istituto di Autodisciplina Pubblicitaria
In order to attract attention, generate buzz, and ultimately increase sales, businesses often push the edge when it comes to using images to generate a reaction in their target demographic. For many of us, the question becomes where the line is, and should a business be free to cross that line in the pursuit of strengthening their bottom line?
Bennetton over the years has been famous for being outrageous, creative, perhaps even tasteless in their advertising. Say what you will, their marketing campaigns have been difficult to ignore. If you believe that ultimately ANY publicity is good publicity, Benetton has attracted more controversial buzz than perhaps any company. Is this a good thing? Outside of the bottom line considerations, don’t companies have a responsibility to also be good citizens?
Should certain images be sacrosanct? Why? Regardless of your feelings about the use of The Last Supper to sell blue jeans, the reality is this sort of thing works. Does that make it right? Not hardly, but this is where the power of the free market comes in. If enough people are turned off enough to take their dollars elsewhere, you can bet that MarithÈ and FranÁois Girbaud were change their message in a heartbeat.
All of us will look at this sort of advertising and take something different away from it. Some of us will be offended, some of us will admire the creativity, some of us will wonder what all the fuss is about. Ultimately, we as consumers control how businesses and advertisers conduct themselves. If you are offended by this sort of campaign, you are free to take your money elsewhere. Such is the nature and beauty of the free marketplace.
Besides, have you ever looked at Marith√à and Fran√Åois Girbaud jeans? Talk about overpriced….
