The first article discusses Tibor Kalman's obligation to using the power of advertising to sell ideas. His use of David Kerby dying of aids for Benetton was a shocking use of imagery. However, it drives the point that, whether you hate or support its use, the image provokes an emotion and demands attention that, at some point, acknowledges the product/company.
"...you had to really punch people in the face with this incredibly epic and devastating moment and make them aware of it. You would stop and look at it."
The second article reviews Benetton's use of imagery to sell their products. It states that by appealing to the individual (rather than the consumer) based on value--it becomes personal. For example, their ads that include clothing to encompass ideas of tolerance, race and diversity--the "United Colors of Benetton". Their series on difference, celebrates conflict by finding similarities. Some of the imagery shown might seem too real, too personal (to those who have tried, and succeeded, at censoring it)--but maybe that is what it takes.