A Message Without Words - Essay Example

A MESSAGE WITHOUT WORDS al Affiliation) Picture advertisement Message for the image Discrimination bases its foundation on prejudice and ignorance. The main aim of organizations such as UNESCO and other initiatives aim in fighting against discrimination. The vast information in the image is that reconceptualization appeals to an indeterminacy that proposes that the images convey different persons in numerous and varied ways. Hence, Benettons argument those photos make diverse understandings. (Baker, 2007) (Baker, 2007). The ad according to Benetton was referred to as ebony and ivory. The image was by Oliviero Toscano and was taken in 1982 when there was a show that a focus of message over products that could be more effective. The picture shows two innocent girls one who is brown and one is black with the girls embracing. 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 separation of colors into good and evil. Goal of the campaign The campaign also brings to the knowledge all the aspects of discrimination, both direct and indirect discrimination. Direct discrimination in this aspect is that which occur when a person undergoes less favor than the others on the basis of their disability, their 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 starategies 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 to black, and good acts are associated to 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 helps in activities such as a trade for more international developments. The campaign also aims at increasing the knowledge on discrimination and development of a communication plan to prepare the campaign for any situation crisis. (Long & Collier, 2005). The public are to be involved to ensure there is the elimination of discrimination so that international relations in the spread helps in activities such as a trade for more international developments. The campaign also aims at increasing the knowledge on discrimination and development of a communication plan to prepare the campaign for any situation crisis. Model for advertising strategy The model that will be used in the campaign is that which is involved in marketing. The first process of the strategy is that involving the articulating the reason the campaign is to be carried out. The mission also involves how it can benefit the targeted audience. Development of mission statement in the strategy is intended to anticipate the future and describe an ongoing role for the products and information that the organization gives (Long & Collier, 2005). The next process involves situation analysis.. Opportunities and threats in the campaign are to be addressed through the strategies before the campaign is carried out and the resources that are needed to deal with the threats. The third steps in the model are coming up with objectives of the campaign. The objectives will include clear and measurable goals that can give the person that makes decisions a basis for making choices and assessing the progress in the objectives that are implemented. The objective of the campaign would include those such as the number of audiences that the campaign is to reach, the modes to be used in the campaign and how feedback is to obtain from the campaign. The last process involved is strategy and evaluation. After the other processes have been achieved, there is an evaluation of the whole process. The stage will involve selection of target audience, the distinct group that can get the information of the campaign (Pagnucco Salvemini, 2002). The stage involves plans of the campaign choosing the implementation strategies, precisely, actual ways to use the marketing mix strategy of product, price, promotion and supply to reach and influence potential buyers. The fifth step, evaluation, is linked postulating how, when and the person these strategies are to be supervised and measured over time. Technologies used in advertisement The employed technology in the advertisement is through the social media. The social media websites such as Facebook and Google + are some of the methods that are to be included in the campaign strategy to enable the message reaching a wider audience. The technology is that which is relaxed in its operation. The technology allows seeing the companies that are in touch and there is also obtaining feedback from the audience. Integrated marketing strategies used in the campaign Integrated strategies are those which take advantage, the combination of tools used in communication and the media so that the message is spread. In the combination, the marketers can ensure the audiences that are targeted in the campaign are reached. The campaign in its effort to use integrated markets makes the use of traditional efforts, the online communication methods and the inclusion of social media. One strategy that will also be used is that which involves blurring the lines that occur between advertising and PR. The blurring is due to use of different approaches into the integrated market to get to the targeted audience. Choosing an approach to using in the campaign is important due to competition that is in the approaches and the audience that are targeted in the campaign. Innovation is a strategic model that can be used in the campaign such that there are new ideas and technology that makes the message reaches the desired audience. Pricing is also considered in making a strategical campaign. Groups to support the campaign The primary audiences consist of those people likely to be volunteers or donors to charitable organizations because for Benetton to expand its reach it must have support from donations and volunteers. The organization relies on donations, both monetary and non-monetary, to serve the community. Research has determined two distinct audience segments to which marketing efforts should be directed. There are two secondary audiences that must be taken into account. The first is those people in the community that Benetton is trying to help. After the marketing messages reach the primary audience, Benetton will be able to expand its service in the community. The other secondary audience is the media. Media coverage has a strong impact on nonprofit organizations. It can greatly influence the awareness level, attendance at events, and overall success of an organization. The external groups that are involved in the campaign are expected to carry out activities such as coordination between the organs in the campaign, integration between functions of the campaign, external strength input and enabling implementation of strategies used in the campaign (Pagnucco Salvemini, 2002). The external groups are also expected to build and maintain cooperation in the campaign so that the intended message reaches the audience. The group is also expected to in crease the broader impact of the campaign. External groups that are involved in the campaign will also be involved making the advertisement competitive and achieving the goals that it is intended. The group is to be involved in the analysis. The analysis will involve strengths, the opportunities, the weaknesses available and the threats. The analysis in the external environment brings out the problems experienced in the campaign and how the problems are to be dealt with. This process in the development of the strategy involves the manager understanding the resources that are needed in the campaign on the challenges that they are likely to face. How the goals and message will be promoted The information and the message of the campaign will involve the use of integrated marketing communication promotion strategy. The promotion strategy through the strategy will involve the use of available resources and public relations methods. Public relations will involve the provision of information to the media with the hopes of getting coverage in all the audience areas. The benefit of the promotion method is beneficial in the campaign as it is less expensive, and media coverage is more than the other advertising strategies. The social media websites such as Facebook and Google + are some of the methods that are to be included in the campaign strategy to enable the message reaching a wider audience. The technology is that which is relaxed in its operation (Pagnucco Salvemini, 2002). The technology allows seeing the companies that are in touch and there is also obtaining feedback from the audience. Promotion will involve employing processes in the activity. The process in the promotion will first involve The first process of the strategy is that involving the articulating the reason the campaign is to be carried out. The mission also involves how it can benefit the targeted audience. Development of mission statement in the strategy is intended to anticipate the future and describe an ongoing role for the products and information that the organization gives. The next process involves situation analysis. The analysis will involve strength, the opportunities, the weaknesses available and the threats. This process in the development of the strategy involves the manager understanding the resources that are needed in the campaign on the challenges that they are likely to face. Opportunities and threats in the campaign are to be addressed through the strategies before the campaign is carried out and the resources that are needed to deal with the threats. The goal of advertisement can be achieved through bringing the difference between the colors that shows evil and good. 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 achievements in the advertisement will be through bringing the actual images in a way that is easy to be understood easily. 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. References Baker, C. (2007). The Benetton color style file. New York, N.Y.: Viking. Deaux, K., & PhilogeÌ€ne, G. (2001). Representations of the social. Oxford, UK: Blackwell Publishers. Fearn, S., Holmes, K., & Mantle, J. (2000). Benetton. Essex: Pearson Education Limited. Long, R., & Collier, E. (2005). Afro-American writing. University Park: Pennsylvania State University Press. Pagnucco Salvemini, L. (2002). United colors. London: Scriptum Editions. Read More