The Vatican has vowed to take legal action against the Italian fashion chain Benetton in retaliation for an advertising campaign that features an image of the Pope kissing an Egyptian imam.
Lawyers acting for the Vatican were told to "take the proper legal measures" to stop any use of the doctored photo, despite an announcement made by Benetton on Wednesday saying it would pull the image from its campaign.
A spokesperson for the Vatican said the picture is "damaging to not only to dignity of the pope and the Catholic Church but also to the feelings of believers", but it is unclear on what grounds the Vatican is proposing to sue.
Other adverts in the campaign feature France's Nicolas Sarkozy kissing Germany's Angela Merkel and US President Barack Obama kissing the Venezuelan President Hugo Chavez – world leaders who do not share the closest of friendships.
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For a long time, Benetton has felt too broad in comparison, targeting everybody and nobody, losing its place at fashion's forefront. The newest ad campaign, is a prime example; referencing and paying homage to the iconoclasm of the earlier ads, it depicts the Pope kissing Ahmed al-Tayeb, Sheikh of the al-Azhar mosque. But it could be a case of "too much": a brazen attempt to bandwagon us back into believing in the relevance of the brand.
UNHATE is United Colors of Benetton's new worldwide campaign that invites the leaders and citizens of the world to combat the "culture of hatred". thus, they chose shocking images that attract people's attention. Nevertheless, the images they chose to get the audience's attention are considered as too exaggerated by some people such as the Vatican's followers. Will this new campaign work? Will it save Benetton?
On the other hand, Benetton's main goal is to drive the desire for participation and change especially the young. in this way, the want to motivate them and convince them to actively take initiatives. so, the UNHATE campaign can be viewed as a positive way of communication that calls for action. Personaly, I defend this campaign for it represents freedom and democracy, and banishes physical, political, social or ideological boundaries.
Last but not least, we do not have to omit the fact that Benetton finances a communication research center called Fabrica that was created in 1994. the main purpose of the center is to combine culture with industry and especially offering to young people the opportunity to develop their creativity as well as cultural and social communication projects. That means that they do give importance to their communication and they are interested in the future generations social and cultural welfare.
Last but not least, we do not have to omit the fact that Benetton finances a communication research center called Fabrica that was created in 1994. the main purpose of the center is to combine culture with industry and especially offering to young people the opportunity to develop their creativity as well as cultural and social communication projects. That means that they do give importance to their communication and they are interested in the future generations social and cultural welfare.
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