Benetton Culture: Marketing Difference to the New Global Consumer
Investigates the recent "two-tone" multicultural/multiracial advertising campaign of the clothing company Benetton as part of a new model of post-Fordist, global production. This 1988-1991 campaign consisted of images of multicultural harmony attached to Benetton products. This celebration of diversity is compared to typical industrial advertising campaigns that stressed uniformity & universality. It is placed in the context of the development of a globalized economy & the concomitant withering away of the welfare state. This post-Fordist environment has shifted struggles out of state arenas & into the cultural sphere. Benetton's recent "small world" campaign, in which it took positions on controversial public issues such as homosexuality & acquired immune deficiency syndrom, is taken to be an episode in this new form of cultural politics. By marketing cultural difference & engaging in salient issues of cultural politics, Benetton has at once created a new model of corporate responsibility & masked the continuation of global capitalism. 30 References. D. M. Smith