Penguin Readers Factsheets level
5
Student’s activities
(a) Toscani used professional models for the ‘All the CHAPTERS 10–12
Colors’ in the World image.
Chapter 10
(b) The ‘All the Colors’ campaign won a magazine
prize in South Africa. Complete these sentences.
(c) The ‘All the Colors’ campaign helped the company (a) An image of three human hearts was used for ...
to expand in America. (b) The Benetton superstore which opened in London in
(d) Palmeri wanted to sell 50% of the Benetton 1996 was ...
company on the stock exchange. (c) At this time Benetton decided that in future the
(e) When the Benetton car won the race in Mexico business should have ...
City, Luciano felt very lonely. (d) The leader of Corleone wanted a new image for his
(f) Luciano was happy about the idea of selling shares town, so ...
in the company. (e) After the 1996 campaign in Sicily, people began to
(g) Benetton’s advertising campaign in the spring and wonder whether ...
summer of 1986 offended Jewish people. (f) In 1996 the Benetton racing team ...
(g) Benetton Formula 1 was sold to Renault because
CHAPTERS 7–9
of ...
Chapter 7
Chapter 11
Answer these questions.
(a) Why were pictures of clothes taken out of the new 3 Match the names a–g with the appropriate descriptions
i–vii.
series of advertisements in 1989? (a) the Shopping Street
(b) Why was the photograph of a white man and a black (b) Sportsystem
(c) Playlife
man chained together taken down in Britain? (d) Enemies
(c) What went wrong with the relationship between (e) Ansell International
(f) Carlo Spoldi
Luciano and Marina? (g) the McDonald’s of knitwear
(d) What percentage of Benetton profits went to outside (i) the Benetton catalogue for spring and summer
1997
shareholders? (ii) one of the people in charge of Fabrica
(e) What was the serious purpose behind the condom (iii) the Australian company that made the new
Benetton condoms
campaign? (iv) the name a local newspaper gave to Luciano
(f) Which Benetton advertisement shocked the Pope? Benetton
(g) What was so shocking about the photograph of the (v) company owned by Edizione
(vi) the place where new Benetton collections are
new-born baby? shown to agents and managers from around the
world.
Chapter 8 (vii) Benetton’s sportswear range
Complete these sentences with the correct verb in the Chapter 12
appropriate form.
(a) The new Benetton images showing ‘reality’ were ... in Are these statements True or False?
(a) Toscani’s magazine Colours advertised Benetton and
many countries.
(b) The campaign ... to damage the image as well as the Sisley clothes.
(b) The largest Benetton superstore in the world was in
sales of the company.
(c) In London a group of people ... against the image of the Saudi Arabia.
(c) Ahmad Samha helped Benetton open new stores in
man with AIDS by going into a Benetton shop and
throwing the clothes on the floor. Syria and Iraq.
(d) Toscani did not understand why his reality pictures ... (d) Only the wealthy people in the Middle East could afford
people.
(e) In Germany Benetton helped fight AIDS by ... large to buy Benetton clothes.
amounts of money. (e) ‘Benetton USA corners’ were new Benetton shops in
(f) Palmeri’s rejoining Benetton allowed Luciano to ... into
politics. He ... Treviso which sold clothes specially designed for the American
(g) In February 1995 Benetton had to ... a fine of $32,000 market.
because of its shocking advertising campaign.
Activities after reading the book
Chapter 9
Write one of these letters.
Correct these statements • A letter to Benetton saying why you would be a
(a) After the British Grand Prix at Silverstone, Schumacher suitable person to work for the company.
was banned from racing for the rest of the season. • A letter to Benetton complaining about one of the
(b) In Germany Schumacher’s car caught fire. advertising campaigns you have read about in the
(c) A group of Italian Benetton retailers tried to prove that book.
Toscani’s advertising campaign had damaged their
sales.
(d) In the test cases the media and the judge supported
the angry store owners.
(e) By 1995 only 7% of the Benetton Group was owned by
the four members of the family.
(f) Alessandro Benetton bought the Lotus car company .
© Pearson Education 2001 Published and distributed by Pearson Education
Factsheet written by Simon Haines
Factsheet series developed by Louise James
The words you are searching are inside this book. To get more targeted content, please make full-text search by clicking here.
Benetton is the story of an extraordinary family and the business they have built from humble origins to a skilfully orchestrated worldwide phenomenon. No other team name has such an ability to charm and shock, to subvert and yet preach conformism, to blend radicalism with capitalism, as Benetton. Behind the united colors and the seamless brand, there are also darker shades and looser threads.
These include marginalized members of the family, aggrieved franchise holders, and banks. This is a success story from the frontline of the retail company, where soft fabrics mix with the smell of high-octane petrol and Grand Prix motor racing, and colored condoms combine with Catholicism and capitalism in their most red-blooded forms.
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