Diesel/Benetton Diesel Vs. Benetton -- Term Paper

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Conclusion

The ability of both Diesel and Benetton to use such advertising is partly due to the fact that both companies have their own stores. So long as consumers are curious, they may stop in a store to look more closely at image that is created by the brand-based and obscure nature of the company's advertising. Benetton's approach runs the risk of alienating more conservative young consumers, or simply not conveying the fact that the image of African tribesman is in fact an ad for clothing, while Diesel's approach may run the risk of pretentiousness or obscurity. In both company's cases, the beauty of the ad may overwhelm what is being sold in a more practically minded consumer. But at the higher end of fashion market, when selling casual clothing in specialty stores, no consumer will make a special trip to a store to simply try on a pair of generic jeans, or pay a premium price for fashionably distressed jeans or a bright alpaca...

...

The consumer must wish to feel as if they are making a statement to the world, that they are Diesel cool, or part of the United Colors of Benetton.
Works Cited

40 Years Time Line: Benetton." Benetton Official Website. 2006. [29 Oct 2006] http://www.benettongroup.com/40years-press/40_years_timeline.html

Benetton. Official Website. Benetton Official Website. 2006. [29 Oct 2006] http://www.benetton.com/html/index.shtml

Benetton: 40-Year Press Site." Benetton Official Website. 2006. [29 Oct 2006] http://www.benettongroup.com/40years-press/

Diesel. Official Website.2006. [29 Oct 2006] http://www.diesel.com

History and background of Diesel." Brand History. [29 Oct 2006] http://www.fragrancex.com/products/_bid_Diesel-am-cid_perfume-am-lid_D__brand_history.html

Renzo Rosso: Interview" Design Boom. 2002. [29 Oct 2006] http://www.designboom.com/eng/interview/rosso.html

Sources Used in Documents:

Works Cited

40 Years Time Line: Benetton." Benetton Official Website. 2006. [29 Oct 2006] http://www.benettongroup.com/40years-press/40_years_timeline.html" target="_blank" REL="NOFOLLOW" style="text-decoration: underline !important;">http://www.benettongroup.com/40years-press/40_years_timeline.html

Benetton. Official Website. Benetton Official Website. 2006. [29 Oct 2006] http://www.benetton.com/html/index.shtml

Benetton: 40-Year Press Site." Benetton Official Website. 2006. [29 Oct 2006] http://www.benettongroup.com/40years-press/

Diesel. Official Website.2006. [29 Oct 2006] http://www.diesel.com
History and background of Diesel." Brand History. [29 Oct 2006] http://www.fragrancex.com/products/_bid_Diesel-am-cid_perfume-am-lid_D__brand_history.html
Renzo Rosso: Interview" Design Boom. 2002. [29 Oct 2006] http://www.designboom.com/eng/interview/rosso.html


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