Benetton focuses on death row

It's already used a bloody newborn baby, a man dying of AIDS and a dead soldier's uniform to sell its sweaters and now Benetton, the Italian knitwear company, is focusing on capital punishment in an advertising campaign which began in the US this week.

The advertisements, which prominently feature the Benetton logo, first appeared in Tina Brown's Talk magazine and show death row prisoners with accompanying biographical details. There is a supporting catalogue containing interviews with the prisoners, as well as photographs taken by Benetton's advertising guru Mr Olivier Toscani.

Somewhat tellingly, the company refers to its death penalty campaign very much in the language of the fashion industry. It uses the term "spring-summer 2000" campaign.

In Ireland, the advertisements will appear in D'Side magazine, and possibly in a national newspaper.

Bernice Harrison can be contacted at bharrison@irish-times.ie