Here is the synopsis of our sample research paper on Benetton and the Ethical Use of Criminals on Death Row. Have the paper e-mailed to you 24/7/365.
Essay / Research Paper Abstract
A 6 page paper which
discusses the recent campaign of United Colors of Benetton which chose to use the slogan
'We on Death Row,' and implement the use of criminals on death row to promote their
products. The paper argues that such an advertising approach is very unethical and highly
offensive to the public for a variety of reasons. And, while Benetton claims they wish to
make a political statement about human rights and capital punishment, such a statement
could be made in other more appropriate ways. Bibliography lists 6 sources.
Page Count:
6 pages (~225 words per page)
File: JR7_RAbenetton.rtf
Buy This Term Paper »
Unformatted sample text from the term paper:
start an ad campaign which implemented inmates on death row. The "campaign zeroes in on the issue of capital punishment with intimate photographs of 26 convicted killers who await their
execution. Accompanied by text that never reveals the nature of the inmates crimes or anything about their victims, the $20 million campaign, which has just finished in the United States,
has stirred up a critical and legal tempest" (Offman index.html?CP=SAL). This is an ad campaign that has stirred up a great deal of emotion, especially among the victims of the
crimes, presenting us with an ethical dilemma that argues a campaign to promote a product is not the way to go about arguing against capital punishment. It is in poor
taste and shows little compassion or responsibility to the young, who are a large part of the targeted group. In the following paper we discuss this dilemma. Ethical Dilemma
The dilemma is that morally, running an ad campaign to sell products is incredibly tasteless and unethical when the subject matter is so emotionally and morally sensitive. Capital punishment is
a very sensitive political as well as social issue, much like racism or abortion. running an ad campaign to sell unnecessary products is very harmful and offensive to many people.
It is essentially very inappropriate and is best left to a different forum. The value conflicts that are involved, which present it as tasteless, are those which involve marketing and
advertising. A product should remain advertised on its own merits, and not used as an obvious tool which harms many people. United Colors of Benetton is, like any other large
company, out to make money, although they state that they wish to "foster debate on capital punishment, even at the cost of losing American customer" (Greenspan NA). And, the idea
...