Is the message being received? Benetton analysed

Ian G Evans and Sumandeep Riyait

This article examines a number of images used by the Benetton company in advertising campaigns throughout Europe.

Is the message being received? Benetton analysed

Ian G. Evans and Sumandeep Riyait

 

This article examines a number of images used by the Benetton company in advertising campaigns throughout Europe. It discusses some of the reasons why different reactions to the advertisements may occur, and then uses the images to examine the different interpretations which groups from Britain, France, Norway and Germany have placed on the images. The results show that there is often a significant difference in the interpreted meaning of the images by the four sample groups. The article concludes that advertisers need to be...

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