Shock advertising. Are consumer responses affected by culture? A case study on Benetton campaigns under Oliviero Toscani examining German and English responses

Inhaltsverzeichnis (Table of Contents)

• List of Abbreviations
• Rationale
• Introduction
• Literature Review
  • Evaluating current literature on shock advertising
• Methodology
  • Secondary data
  • Primary data
  • Sampling
  • Pilot study
  • Focus groups
  • Research process
  • Questionnaire session
  • Chi-square analysis
• Chapter One
  • Introduction to the advertising culture and Benetton
  • The German customer and perspective on advertising
  • The English customer and perspective on advertising
  • Benetton's advertising and finances
  • Oliviero Toscani's philosophy of advertising
• Chapter 2
  • Research in Germany
• Chapter three
  • Research in England
• Analysis
  • Chapter four
  • Focus group discussions in Germany and England. The campaigns
  • First impressions
  • Advertising strategy
• Chapter five
  • Conclusions and Recommendations
  • Triangulation comparison
  • Secondary research
  • Questionnaires
  • Focus groups
  • Conclusion
  • Critical review of the research process
  • Recommendations

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This research aims to explore the influence of culture on consumer responses to shock advertising campaigns. The study focuses on the clothing retailer Benetton, utilizing campaigns directed by Oliviero Toscani during his tenure from 1982-2000.

• The impact of shock advertising techniques on consumer responses.
• Cultural differences in the perception of advertising between Germany and England.
• The influence of culture on the acceptance of shock advertising.
• The impact of selected Benetton campaigns on the company's financial performance.
• The potential for globalization to influence the effectiveness of standardized advertising strategies.

Zusammenfassung der Kapitel (Chapter Summaries)

• Chapter One: This chapter introduces the advertising culture and Benetton, providing background information on the company and its advertising strategies. It also explores the perspectives on advertising held by German and English consumers, highlighting potential cultural differences. The chapter concludes with a discussion of Oliviero Toscani's philosophy of advertising, which emphasizes the use of shock tactics.
• Chapter Two: This chapter focuses on the research conducted in Germany, examining consumer responses to Benetton's shock advertising campaigns. The chapter analyzes the collected data and explores the potential influence of German cultural values on consumer perceptions.
• Chapter Three: Similar to Chapter Two, this chapter presents the findings of the research conducted in England. It analyzes the data collected from English participants and examines the impact of English cultural influences on responses to Benetton's advertising campaigns.
• Chapter Four: This chapter compares and contrasts the findings from the focus group discussions conducted in Germany and England. It analyzes the participants' initial impressions of the campaigns and explores their understanding of the advertising strategies employed by Benetton.

Schlüsselwörter (Keywords)

The core concepts of this study include shock advertising, cultural influences, consumer responses, Benetton campaigns, Oliviero Toscani, Germany, England, advertising perception, and globalization.