PASSARIELLO, C., & CLARK, J. (n.d.). Benetton Unveils 'Unhate' to Regain Consumers' Love - WSJ.com. Business News & Financial News - The Wall Street Journal - Wsj.com. Retrieved November 21, 2011, from http://online.wsj.com/article/SB10001424052970203611404577041
Benetton, the Italian clothing chain, is trying to arouse everyone's attention for their brand by showing global leaders kissing such as president Barack Obama kisses China's Hu Jintao, Pope Benedict XVI hugs Sheik Ahmed al-Tayeb. (para. 1) Because of these ads, Benetton got a reaction from the Vatican rapidly. The Vatican spokesman stated that they could not accept Benetton took advantage of his Holy Father's image without permission to advertize. (para. 2 &3) Benetton usually uses provocative images and controversial topics such as "United Colors of Benetton", AIDS, Gulf War casualties to absorb shoppers' attention. (para. 5) Before the Vatican complained, Mr. Benetton said the ads promote a message of peace, so he didn't expect the complaints. (para. 11) Keve Greenberg, a lawyer specializing in trademarks said, "legal experts often advise against attacking such ads because it only contributes to the publicity." (para. 12)
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