Is the Messaqe Beinq Received? Benetton Analysed

This article examines a number of images used by the Benetton company in advertising campaigns throughout Europe. It discusses some of the reasons why different reactions to the advertisements may occur, and then uses the images to examine the different interpretations which groups from Britain, France, Norway and Germany have placed on the images. The results show that there is often a significant difference in the interpreted meaning of the images by the four sample groups. The article concludes that advertisers need to be more aware that the message that they believe is being transmitted may not be the one that is received, and that the addition of text/language may be needed to lead the receiver to the intended meaning.In the last few years a number of the Benetton advertisements have at times caused a public outcry in the UK. These same images have not provoked the same negative feelings across other European countries. This article explores why such different reactions can exist and examines if the images used by Benetton are interpreted the same by four European nationalities.