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Between Physical and Virtual Reality: The Case of Benetton Brand, “A Company that is Born From Ideas”

Between Physical and Virtual Reality: The Case of Benetton Brand, “A Company that is Born From Ideas”

Annamaria Silvana de Rosa, Elena Bocci
Copyright: © 2012 |Pages: 27
ISBN13: 9781466615984|ISBN10: 1466615982|EISBN13: 9781466615991
DOI: 10.4018/978-1-4666-1598-4.ch066
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MLA

Silvana de Rosa, Annamaria, and Elena Bocci. "Between Physical and Virtual Reality: The Case of Benetton Brand, “A Company that is Born From Ideas”." E-Marketing: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2012, pp. 1121-1147. https://doi.org/10.4018/978-1-4666-1598-4.ch066

APA

Silvana de Rosa, A. & Bocci, E. (2012). Between Physical and Virtual Reality: The Case of Benetton Brand, “A Company that is Born From Ideas”. In I. Management Association (Ed.), E-Marketing: Concepts, Methodologies, Tools, and Applications (pp. 1121-1147). IGI Global. https://doi.org/10.4018/978-1-4666-1598-4.ch066

Chicago

Silvana de Rosa, Annamaria, and Elena Bocci. "Between Physical and Virtual Reality: The Case of Benetton Brand, “A Company that is Born From Ideas”." In E-Marketing: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 1121-1147. Hershey, PA: IGI Global, 2012. https://doi.org/10.4018/978-1-4666-1598-4.ch066

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Abstract

This chapter presents a perspective theory, not yet fully developed, that seeks to analyze the connections between “Social Representations and Corporate Communication” (Penz, 2006; Usunier & Lee, 2009). It is divided into two sections. In the first, descriptive section we identified the organizational dynamics of the Benetton Company utilizing structural elements found in the enterprise’s literature and documents. The objective was to understand Benetton galaxy’s role in globalization and its complex market strategies. Since this was an internal view of the company, data was obtained from internal documents, including the company’s publications, such as Global Vision and Colors publications. In order to understand the company from an external perspective, we consulted studies conducted on the Benetton universe that considered the marketing element as interaction between the company and the market (Kotler, 1997; Nardin, 1987; Semprini, 1996; Moliner, 1996; Tafani, 2006). In the second, empirical section, the social representation of the Benetton brand is analyzed using a large sample of Benetton’s advertisements, selected as the basis for research to identify the perceptive modalities of advertising messages and attitudes in Benetton’s communication strategies (de Rosa, 1998, 2001; de Rosa & Losito, 1996; de Rosa & Bocci, 2009). In this second section the relationship between social representations and corporate communication will be presented in a dialogical perspective that examines the social discourse “of” Benetton in regard to social issues. We will look at the different phases of advertising campaigns (1992-2008, with special focus on one of the controversial campaigns: Autumn-Winter 1992\1993) and the discourse “about” Benetton. The targets of reference for our research program are considered to be not only recipients of the company’s advertising campaigns, but also potential buyers.

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