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Benetton’s “unhate” campaign could be more than just a publicity stunt

December 7, 2011 No Comments »
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Benetton has recently issued an advertising campaign featuring images of President Obama digitally altered to appear as though he is kissing Venezuelan leader Hugo Chavez, and in another spot, Chinese President Hu Jintao.

Benetton euphemistically calls it “an invitation” to “combat the culture of hatred.”  (Dear Benetton: whose hatred, exactly?) I call it an advertisement.

While I don’t begrudge message-based advertising or calling attention to things like charitable fundraising or humanitarian efforts, I find campaigns like this to be little more than a transparent publicity stunt designed only to stir up controversy and get extra publicity for Benetton.  I suppose I am obliging them by writing about it, but perhaps raising the specter of liability for the advertisement offsets that transgression.

All of this reminds me of a post I wrote about PETA’s advertising antics:

The White House issued the following statement in response to Benetton’s ad:  “The White House has a longstanding policy disapproving of the use of the president’s name and likeness for commercial purposes.”  Sounds like someone at the White House may have a functional awareness of the Right of Publicity.

Here’s a link to more details on the advertising campaign:

Benetton’s advertisement would make a good Right of Publicity exam question.

What do you think?



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