Business English Study © 2011

BENETTON
How to Attract Attention

Advanced Level:

• Grammar: Whatever, Whoever, Whichever, However …

• Functional Vocabulary: Toning down information

• Business Expressions: idioms / collocations

• Pronunciation: ‘th’ ‘f’ & ‘s’

• Listening: Benetton’s strategy

• Reading: The Philosophy of Benetton’s Adverts

• Role Play: Advertise the product

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INTRODUCTION:
Discuss these questions:

• What do you know about Benetton?

• What made the company famous?

Business Expressions – Idioms

EXERCISE: Match the idioms on the left with their meaning on the right.

e.g. Stick to your knitting Focus on what you know

1. Take by storm A. Nervous feeling

2. Hard nut to crack B. To reach the highest point

3. Pay over the odds C. Make a big impact quickly

4. Butterflies in your stomach D. Be good at negotiating

5. Drive a hard bargain E. Reject your principles
6. To sell out F. A very difficult task
7. Playing catch up G. Cost too much
8. To peak H. Competing with a better rival

LISTENING 1:
Visit www.businessenglishstudy.com for the free MP3 listening file.
Listen and answer the questions below. NOTE: they are not in order

1. Who are Benetton’s competitors?

2. What is a waste of communication?
3. What does advertising have a habit of doing?
4. What was Oliviero Toscani’s philosophy?

5. When was the company founded?

6. What are annual revenues?

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Q: Which sentence is correct?

Whatever colour you want you can have.

Whichever colour you want you can have

GRAMMAR PRACTICE – Pronoun & Adjectives:

Whoever – Whichever – Whatever – Whenever – Wherever – However

These words have a variety of meanings and can introduce clauses.

a. Whoever, Whichever can mean ‘the one who’, ‘he who’, ‘she who’
Whoever designs the best jumpers will win the prize
Whichever of you designs the best jumpers will win the prize

b. Whatever, Whenever, Wherever – these indicate object, time, place

You can trade whatever / what you like (anything you want)
My computer crashes whenever / when I open that programme (every time)
You will see our clothes wherever / everywhere you go (all places)

c. Whoever, Whichever, Whatever – can mean ‘no matter’

If we sign the deal we will be committed whatever happens to the price of wool.
Whoever becomes chairman has a tough job to do.
Whichever way you look at it the Americans don’t like Benetton.

d. Whatever you do is often used to add emphasis

Whatever you do always promote the product

e. However is an adverb of degree and is used with an adjective or other adverb

However hard we work there is always more to do

f. Whatever, Wherever can indicate ignorance, indifference or a dismissive tone

He works in Macclesfield, wherever that is.
He’s a publicity therapist, whatever that is.
(Request) I want you to finish that report before you go home
(Dismissive reply) Yeah, whatever.

g. Who ever? What ever? Can be written as separate words but with a different
meaning i.e. they are a formal question of surprise
What ever do you mean?
Who ever heard of such a business philosophy?

EXERCISE: Complete the following sentences with expressions from above.

1. you do don’t forget to call Luciano.

2. way you look at it, sales are going up.
3. many times I call there’s always a friendly response.
4. It’s a Filico 45, that is.
5. I’ve travelled, Benetton has always been recognised.
6. You live out of a suitcase, do you mean?

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Look at this advertisement for Benetton. Is it controversial? Why, why not?

FUNCTIONAL VOCABULARY: Toning Down The Message

This is used when you want to make information less assertive, for example, in a
meeting with your boss or a client.

Seem and Tend To and Minimising Possibility with: Expressing

Appear Be Inclined To with: maybe, perhaps, partial
just, only, a might, could, agreement:
bit, a touch suggest In A Way and
and a little To Some
Extent
In a way / to
It seems / Benetton tends It’s only / just Perhaps / maybe you some extent I
appears that to be more a minor should consider a have to agree
Benetton has conservative problem. different publicity with their
given up the nowadays. campaign decision.
controversial
publicity

Benetton is We’ve had to You might try calling

Benetton inclined to be tone down the number again, they
appears / seems more the publicity could be free now
to have given up conservative a bit / a little
the controversial nowadays / a touch
May I suggest you
publicity
speak to him

EXERCISE: In pairs, tone down the message in the following situations

1. These images are disgusting

2. He is really aggressive
3. Pay now or I will cancel the order
4. I don’t agree with you

5. My idea is better than yours

6. You are not answering the question
7. Benetton have sold out on their principles
8. This presentation is boring

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PRONUNCIATION: of ‘S’ – ‘F’ – ‘TH’

Pronounce these words and the sentences that follow

Cough – Thigh – Laugh – Rough – Rather – Threat – Tough – Theme – Clothes

1. In fact, thick fingers are hopeless for sewing fabric.

2. Thelma, Theo and Thomas have found the file on sock fashion.
3. Three sellers fought for Ruth’s clothes selection.

4. Fashion thieves thrive in the southern region of Thailand.

5. The fourth time they needed to think about strategy I lost faith.
6. The philosophy of photography has a fundamental flaw

FUNCTIONAL VOCABULARY: Adverb + Adjective

ADVERBS can be found with certain ADJECTIVES and form a collocation (a

word partnership)
e.g. Arguing with the manager was utterly stupid.
The advert is richly coloured.
Are you fully aware of the clauses in the contract?

EXERCISE: Complete each sentence with one of the adjectives from the box. In
some cases more than one option is possible

astronomically - totally - unbelievably - heavily - bitterly - utterly

1. The cost of advertising has become high over the last few years.

2. The reception the photos received was hostile.

3. The advertising costs were subsidised by Benetton.

4. After all our hard work the failure of the campaign was disappointing.
5. These photographic shots are useless
6. The team was exhausted after working through the night.

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Reading Text: How Benetton built value into the brand

Exercise: Choose a suitable word from the box for each gap and then answer the
comprehension questions in your own words.

attention – split - multiracial – gripping - condom – tackle -

whichever – whichever - however – counterbalance

The process of building value into the Benetton brand came in 3 separate phases:
1. The concept of difference
2. The embracing of reality
3. The understanding of free speech and the right to express it

1. The concept of difference

In 1986 Oliviero Toscani created the first United Colours Of Benetton campaign.
Happy groups ofkids were replaced by “couples” representing an all-new
interpretation of difference.

way you look at it these conflicts were based on taboos, on a difference

that separates rather than unites. By acknowledging these differences and
prohibitions, the brand appeared more involved. It took sides, rather than presenting
a “safe objective” portrayal of the world. In this phase, the product disappeared from
the advertisements and only the logo remained.

hard the company tried, dealing with difference within advertising is

not easy. Bringing different individuals together can lead to conflict instead of
happiness, and the word “different” can mean “controversial.”

2. The embracing of reality

After equality and the celebration of differences, Benetton turned to the reality of
what is common to all of us. In 1991, during the Gulf War, Benetton used a photo of a
war cemetery. The photo was highly controversial and attracted universal criticism.
To“death” the company created “birth”, with the image of a newborn
baby still attached to the umbilical cord. This caused a scandal, too.

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Next, Benetton ran an advertising campaign showing news photos of real, high-
drama situations: a man dying of AIDS, a soldiera human thighbone, a
man assassinated by the Mafia.

The photo of the AIDS victim, David Kirby with his family at his bedside, had already
been printed in Life magazine in 1990. It resembled a pieta sculpture (Virgin Mary
comforting a dying Jesus) a powerful symbol in Christian religion, but it was
Benetton’s use of it that brought AIDS to theof the world.

While the world’s opinion remainedbetween accusations of sensationalism

and approval, many magazines had refused to print it. David’s mother said: “We don’t
feel we’ve been used by Benetton, but rather the reverse: David is speaking much
louder now that he’s dead, than he did when he was alive.”

3. The understanding of free speech and the right to express it

Why use advertising as a voice for social inequality? Tothis objection
Benetton “legitimized” the brand through collaboration with charitable organisations.

For World AIDS Day, in1993, an enormous pinkwas placed on the obelisk
in the Place de la Concorde, Paris. This was endorsed by ACT UP, an association
fighting AIDS. Advertising has a power that can be used for common good.

The last campaign Toscani created for Benetton was in 2000,

and focused on American death row prisoners. This caused
public outrage andway you look at it, it had a negative impact on the
brand and soon afterwards Benetton dropped Toscani.

Comprehension Questions: In your own words explain:

1. What is the concept of difference?

2. What is the embracing of reality?
3. What is a pieta image and why is it powerful?
4. What did David Kirby’s mother say about Benetton?
5. What is the understanding of free speech and the right to express it?
6. Is this form of advertising effective in the long-term, or counter productive?

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ROLE-PLAY

New Publicity Campaign for Benetton

Benetton The brief (outline) you gave to the Advertising Agency was to be
simple and clear, and to use images of modern society. You find the images
above too much like the advertising campaign of the 1980s. It is not what you
want. You are upset but try to keep calm and tone down your language.

Advertising Agency: You feel that the images are powerful, modern and aimed
at the youth. The customer is angry and trying not to show it but is very close to
shouting. You must use all your diplomatic powers to keep the situation calm.
Explain that this is in line with the brief and try to persuade the client that it will be
beneficial to their product’s promotion.

Discuss the options, and try to come up with a solution. Practice using the Grammar
(Whoever, whatever etc.) and the Functional Vocabulary (toning down the message)
you have studied in this unit.

LISTENING 2:
Visit www.businessenglishstudy.com for the free MP3 listening file.
Listen and answer the questions below. NOTE: they are not in order

1. What happens when the brand addresses the individual?

2. What does the normal advertising target?
3. What was Benetton’s objective?
4. What happens when a company attempts to create value?
5. What is the advertising philosophy of Benetton based on?

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AUDIO 1

Benetton advanced level - Listening 1: Publicising Benetton

Luciano Benetton founded the company in 1965, when he started selling colourful sweaters
knitted by his sister Giuliani. With their two other brothers they built the firm into a global
fashion brand with annual revenues of around $3bn and shops in over 120 countries.
Benetton was at its peak in the 1990s but despite tough competition from “fast fashion”
competitors such as H&M, Zara and The Gap, the company is still going strong. Benetton’s
rise to global presence was due in part to the controversial advertising campaign headed by
the photographer Oliviero Toscani. His philosophy was that fashion, products and
photography must recognize their responsibility in society and that by simply publicizing a
product was a waste of communication.
Advertising has a habit of portraying only the rich, the beautiful and the blonde. We need
images of normal people, or people without a voice, to help us see the world differently.
Whatever else is said, the advertising campaigns certainly encouraged debate.

AUDIO 2

Listening 2: Value in the image

The advertising philosophy of United Colours of Benetton broke with tradition and is based on
the belief that 'communication should not be commissioned from outside the company, but
conceived from within its heart.' From this assumption came the strategy to create “value” by
capitalizing on image. A company that decides to emphasize value, and attempts to create
value, is no longer communicating with the consumer but with the individual. This is a crucial
point. By addressing an individual rather than a customer, the brand can identify its target on
the basis of a shared vision of what is important, starting from a set of common values rather
than the normal advertising philosophy of targeting a demographic such as age, gender,
income or race. Communicating with the individual liberates the product from the world of
merchandise and makes it more of a social entity. To unify people under one flag, the United
Colours of Benetton flag was the objective, and this generated a lot of publicity. The Benetton
campaigns, created by Oliviero Toscani, certainly changed the way advertising is perceived
today.

EXERCISE ANSWERS

BUSINESS EXPRESSIONS - IDIOMS

1. Take by storm A. Make a big impact quickly
2. Hard nut to crack B. A very difficult task
3. Pay over the odds C. Cost too much
4. Butterflies in your stomach D. Nervous feeling
5. Drive a hard bargain E. Be good at negotiating
6. To sell out F. Reject your principles
7. Playing catch up G. Competing with a better rival
8. To peak H. To reach the highest point

LISTENING 1:
1. H&M, Zara and The Gap
2. Simply publicizing a product
3. Portraying only the rich, the beautiful and the blonde.
4. Fashion, products and photography must recognize their responsibility in society and that
by simply publicizing a product was a waste of communication.
5. 1965
6. Around $3bn

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GRAMMAR EXERCISE: LESSON PLAN – Benetton – Advanced

1. Whatever you do, don’t forget to call Luciano.
2.
KeyWhichever
objectivesway
– toyou look at
practise it, with
aural andthese adverts sales
oral Business are going up.
English
3. However many times I call there’s always a friendly response.
4. It’s a Filco 45, whatever that is.
INTRODUCTION: Start byBenetton
5. Wherever I’ve travelled, asking students whatbeen
has always they recognised.
know about Benetton. What do they
know
6. Youabout theofpublicity
live out campaigns
a suitcase. What everin the
do 1980 / 90s?
you mean?
Teacher (T) – Students (SS) 5 mins

VOCABULARY - Ask
BUSINESS EXPRESSIONS: COLLOCATIONS
students to match the idioms with the meaning. (SS)
1.(T)
– The10cost
minsof advertising has become astronomically high over the last few years.
2. The reception the photos received was unbelievably hostile.
3. The advertising costs were heavily subsidised by Benetton.
LISTENING 1: Next tell students they are going to hear a spokesman talking about
4. After all our hard work the failure of the campaign was bitterly disappointing.
Benetton’s origins. Answer questions. (T) – (SS) 10 mins
5. These photographic shots are utterly useless
6. The team was totally exhausted after working through the night.
GRAMMAR: Ask the grammar question.
Go through the rules and do the exercises that follow.
Ask students
READING to read theGap
EXERCISE: questions
Fill and answers out loud. (S) – (T) 10 mins
multiracial – whichever – however – counterbalance – gripping – attention – split – tackle -
condom
FUNCTIONAL - whichever
VOCABULARY: Ways of Toning Down the Message. Ask the question about
the condom ad and discuss. Write ‘The Ads are terrible, change them,’ on the board. Ask
students
READING if they know of how to tone
COMPREHENSION it down. Elicit answers. Go through the examples and do
QUESTIONS:
the role-play
1. What is theexercise
conceptthat follows. (S)
of difference - By– (T) 10 mins
acknowledging these differences and prohibitions,
the brand appeared more involved. It took sides, rather than presenting a “safe objective”
portrayal of the world.
PRONUNCIATION: Write down the word “trough” on the board and ask the students to
2. What is the embracing of reality? Focusing on what is common to all of us
pronounce it. Go through the exercise and ask students to pronounce the words. (T) – (SS) 5
3. What is a pieta image and why is it powerful? The death of Christ with his mother
mins
4. What did David Kirby’s mother say about Benetton? “We don’t feel we’ve been used by
Benetton, but rather the reverse: David is speaking much louder now that he’s dead, than
he did when he
FUNCTIONAL was alive.”
VOCABULARY: Ask students to complete sentences with one of the
5. What is the
adjectives fromunderstanding
the box. Moreofthan
freeone
speech and
option the right to(T)
is possible. express
– (SS) it?
10 Advertising
mins has a
power that can be used for common good.
6. Is this advertising effective in the long-term, or counter productive? Up to you
READING: Find out what the students think is the philosophy behind the advertising
campaigns. Go through reading and ask students to read out loud, fill the gaps with the
correct word. (S) – (T) 10 mins
LISTENING 2:
1. The brand2:
LISTENING can identify
Ask its targethave
the question, on the
thebasis of a shared
Benetton Ads beenvision of what
negative foristhe
important,
starting from a set of common values ndcompany? Tell students they are going to hear the 2 part of the listening.
2.
PlayA demographic
the such as age, gender, income or race.
3. To unify
listening people
and under
students one flag,
answer the United(SS)
the questions Colours
– (T)of10
Benetton
mins flag
4. It is no longer communicating with the consumer but with the individual.
ROLE PLAY: Split students
5. Communication should notinto
begroups and get them
commissioned to read the
from outside theircompany,
role cardsbutand prepare to
conceived
discuss the situation.
from within its heart Make sure they practice the grammar and vocabulary learnt in the
lesson and to try and use the case study material in their argument. (SS) – (SS) 10 mins

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