Responsible Advertisements - Essay Example

Sheehan terms the advertisement as a perfect example of a socially responsible advertisement (243). The author further points out that the form of marketing increases the corporate value of an organization (Sheehan 243).         

However, Benetton’s Death Row Campaign is my most detestable advertisement. The advertisement has the objective of creating a human feeling in the people who are convicted on death row. The execution of the advertisement was also poor. The advertisement used picture insertions of people who are on death row across the United States. The advertisement is not social responsibility. It creates a negative perception of the people against the justice system. Any corporate advertisement should show support of state institutions or not portray them in a negative image. In addition, Sheehan cites that an organization should not put itself in a position whereby it would gain from the miseries of the society (257). The author is also of the assumption that this is an opportunistic strategy (Sheehan 257).               Read More