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A Message Without Words - Essay Example

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This work "A Message Without Words" focuses on the vast information in the image concerning discrimination. The author outlines the main goal of the campaign, the model which is involved in marketing, technologies used in the advertisement, the goal of a particular advertisement…
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A Message Without Words
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Download file to see previous pages The image does not show the same degree of innocence in the girls. The image of the brown girl has the hair and cheek that looks like that of a cherub and an angel. The black girl has hair that looks like that of a devil, and she is resisting a smile. The racism aspect of the image is that it shows the practice through the separation of colors into good and evil.
The campaign also brings to the knowledge of all the aspects of discrimination, both direct and indirect discrimination. Direct discrimination in this aspect is that which occurs when a person undergoes less favor than the others on the basis of their disability, nationality, gender, and age (Deaux & Philogène, 2001). This has been a major form of discrimination in all parts of the world. The campaign aims to develop strategies through which direct discrimination can be avoided. Indirect discrimination is that which occurs when a person applies policies and other criteria that discriminate into practice if the discrimination is not observed in the face (Deaux & Philogène, 2001).
The aim of the campaign was to relish the controversies in the world over its provocating advertisement. The advertisement on the two girls is to be used to show the intentions that people have on the color of individuals. There are mentality and belief that evil is associated with black, and good acts are associated with brown as in the picture. The campaign is against the belief as it tries to show and bring equality in all the colors.
The advertisement addresses discrimination in places of work. The prohibitions include areas such as in hiring through application and interviews, professional promotion, and dismissal. The public relations campaign we have developed will benefit Benetton in many ways. Public relations are an inexpensive yet effective marketing tool. A complete public relations campaign for Benetton includes events, calendar listings, news releases, and flyers (Fearn, Holmes & Mantle, 2000).
The other goals that Benetton has are to increase the support by the public to ensure there is the elimination of discrimination so that international relations help in activities such as a trade for more international developments. The campaign also aims at increasing the knowledge of discrimination and the development of a communication plan to prepare the campaign for any situation crisis.  (Long & Collier, 2005). ...Download file to see next pages Read More
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