Even though it’s not
the first time Benetton has used provocation for an advertising
campaign, this one has shocked more than its previous efforts.
Here, we see a very high
quality photomontage where the pope is passionately kissing the imam
Ahmed al-Tayeb. These two religious leaders are in the news because
they do not see eye-to-eye on certain issues, so it is hardly
diplomatic to picture them in close contact ! Also, men kissing
is a taboo subject in both religions. And it has apparently nothing
to do with pull overs ! Some people consider this photo
offensive and an insult to the Church and to Islam. It is really inappropriate to
use religion for commercial ends...
The Vatican has protested
and Benetton has apologized, hypocritically. Its aim was to create a
buzz. And it has succeeded...
I don't understand why Benetton used politics figures as Nicolas Sarkozy and Angela Merkel and religious too like this picture to advertise for clothes... Where is the relation between the two ?
ReplyDeleteI think it is unbelievable to see these famous figures of the world or anyone else outraged by this way. It is just to "put fire to the powder" as the french expression says and to initiate some conflicts between religions for example.