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Benetton is of the most profitable companies in the market, by succeeding in attracting the attention of the general public. Its campaigns have gathered awards in all the countries in which the group is present. The companies target group is between the ages of 16 to 32, thus it’s prices must be logical for someone as young as 16 is able to afford the product, but someone that is older and has his/her own income does not find the product price to cheap or expensive. The majority of women that buy these products are women; age is not really an issue here. This can be explained by, that older women (over 32) buy these clothes so that feel and dress younger than their real age (something that most women do). In addition, Benetton customers are from all religions, races and nationalities. From the beginning it has shown interesting ideas with a promotional concept that unites all the people. Benetton’s advertisements have brought a lot of attention with the use of shocking pictures (picture 1), and by that the company is better known for the advertising rather than the clothes it sells. But a very interesting question can be raised; and that is why the company uses such advertisements, and whether the company profits from them