Introduction Shock advertising is one of the effective marketing instruments, which is aimed at addressing particular social issues while advertising the brand, and Benetton is of the clothing is one of the companies, which utilizes this tool (Yeshin, 2006). Despite having positive aims of increasing awareness of social issues, shock advertising might damage the company’s image and violate human rights. The primary goal of this essay is to evaluate the Benetton’s shocking advertising strategy regarding ethics, efficiency, and acceptability in the world. Speaking of Benetton’s advertising objectives, the primary goal was to inform the audience about the existence and significance of the social issues, which take place in the world. In this instance, the advertisements were aimed at reducing the spread of AIDS, negative outcomes of smoking, and child abuse (Lancaster & Massingham, 2011). Increasing the social awareness of these political and social matters was the primary goal of Benetton’s marketing campaigns. Analysis It remains evident that shocking advertising has both negative and positive effects on society concerning ethics. Nonetheless, one of the advantages is the ability to educate people about the existing social and political problems, as these issues play a significant role in modern society. Addressing these issues will contribute to the creation of awareness of the presence of these social and political matters in society. Despite having positive intentions, the advertisements might rather offensive to some members of society due to the presence of shocking images. It is apparent that using these advertisings might be one of the primary reasons for the problems with the law due to the violation of human rights. In my opinion, these types of advertising are not acceptable for advertising purposes, as it creates misconceptions about the company’s values and vision. Moreover, as it was mentioned earlier, it questions the company’s ability to comply with the commonly accepted ethical principles, as these shocking images are used as an instrument to attract the attention of the public. Furthermore, some of the images might be offensive to the other members of society due to their shocking nature and portrayal of controversial situations, which take place in the world. It remains evident that modern society has to be aware of these issues, but it is entirely unethical to use images and social problems to attract attention to the company. Speaking of journalism, it could be said that it is an entirely different sphere, and it is supposed to deliver information about the positive and negative trends in society. In the end, I think that is relevant to use this type of image in journalism to increase people’s awareness of social and political matters. Nonetheless, the application of these images in advertising is unacceptable due to the questionable intentions of the company while showing them to the public. Nonetheless, companies such as Abercrombie & Fitch and Calvin Klein also utilize the principles of shock advertising in their marketing campaigns (Larson, 2009). These companies claim that these advertisings will help create positive changes in society and develop new perceptions about these issues. Additionally, the company’s create the perception among the cus