aro0823, 4-25

Upon critically investigating the Benetton ad campaign, I have come to several mixed conclusions about the meaning behind their advertising strategy. I believe that the messages are purposefully double coded; they simultaneously celebrate and commodify difference. By putting together such blatantly different skin colors in a single frame, it acknowledges that Benetton is a progressive company that unites people of all races. In this respect, Benetton doesn’t seem to care about “otherness.” The ads prove that one of the most internationally successful clothing companies markets to a wide and all encompassed demographic.
However, such an act also magnifies differences, and serves to incorporate people of different races into an ad just to make a profit and reach out to a broader demographic. Thus, in terms of hooks, the ad is a "mutual recognition of racism" (371). Hooks continues by saying that "sophisticated marketing surveys reveal the extent to which people of all races consume products" and "these markets can be appealed to by advertising" (371). In this day and age, we as a society should theoretically be understanding enough to be accepting of all people and do not need ads to encourage this acceptance.
Continued research on the inclusion of multiracial models in advertisements is necessary to determine if marginalized groups feel included or commodified. Unfortunately, historically marginalized groups will accept any media inclusion as positive and ignore the associated negative factors. Though, in my opinion, the most effective way to change this and return dignity and respect to minorities is to include them in many forms of media. Then, once their inclusion is normalized, they can begin to form oppositional readings and understand the marketing stereotypes. Until that point, the “commodification of difference will continue,” and society will move backward instead of forward toward becoming a united race of humans (373).