The Nike corporation consequently becomes a megalithic advertising firm with one client, selling attitude rather than athletic shoes. Nike assumes that if we buy into the advertised attitude, it follows that we will buy the shoes. Benetton is more subversive in their ad campaigns. The newest ad campaigns have Benetton identifying itself with the anti-death penalty movement, depicting full color faces of Death Row inmates, printing their names and dates of execution. The implication is that if we begin seeing these people as people , there is no possible way that we could kill them.
Advertising induces skepticism.
As consumers, we have become more media-savvy. So ad agencies have devised ways around our perceived insight. For example, if Benetton endorses anti-death penalty laws, we see Benetton as a righteous crusader, a corporate ally with deep pockets and social concerns. Benetton is an active player in this political struggle. Its ads supposedly promote awareness, rather than product.