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Tracy Michelle Thomas Mwuendar Robinson Professional Studies in Art and Design 1st February 2013

Shock Advertising Shock advertising is a branch of advertising which incorporates unexpected images which challenge the boundaries of ethics and morals. It intentionally startles and offends it audience (Javed and Zeb) while creating much controversy for the sake of conveying a valuable message. Clothing Company, The United Colours of Benetton sent shockwaves through the world with their Unhate Campaign which depicted several world leaders engaged in the act of kissing. The specific print advertisement that will be under the microscope features the Pope Benedict XVI kissing an Egyptian imam Ahmed Mohamed el-Tayeb on the lips. This print advertisement was launched by Benetton on November 16th 2011 in Paris, Milan, Rome, Tel Aviv and New York in an effort to promote a culture against hate and discrimination in all forms. During this attempt however Benetton clearly crossed the line as it raised many social issues of religion and gender. The issue of religion was at the forefront of the objections raised against this shock advertisement as it featured the Head of the Catholic Church embracing quite intimately an Egyptian Imam. From one perspective, the advertisement perhaps sought to highlight the ever existing tensions between the Christian and Muslim populations in the Middle East and other

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parts of the world which has resulted in many violent clashes and even death. Benetton, therefore in an effort to promote global love between the two warring religious groups depicted the two symbolic figures of each religion showing love with a kiss on the lips .While trying to do something they deemed as being positive it inevitably surmounted to conveying utter disrespect to both the leaders and the followers of the differing religious groups. The Australian reported, Benettons campaign has touched a nerve in the Vatican at a tense time in relations between the world's two biggest religions, with the Catholic Church protesting over the growing vulnerability of Christians in the Middle East. Father Frederico Lombardi, a spokesman for the Vatican issued a statement saying, This is a grave lack of respect for the pope, an offence against the sentiments of the faithful and a clear example of how advertising can violate elementary rules of respect for people in order to attract attention through provocation (bbc.co.uk). The Vatican also described the photo as being manipulative, disrespectful and partly inspired by hate and demanded that the photo be immediately removed from Benettons campaign. Benetton, in addition to promoting global love also wanted persons to stop demonstrating discrimination of all kinds. One form of discrimination which has been at the forefront of controversy in our society today is that against persons who are homosexuals as well as their rights to enter marriage and to be able to adopt and raise children. Christianity and Islam both clearly outline that homosexual practices are unnatural and that the marriage union was created for one man and for one woman. Furthermore the Catholic Church has been shrouded in an ugly blanket since many of their priests which were sworn to celibacy found themselves engaging in abusive and homosexual behaviour with altar boys. With these recent scandals of homosexuality rocking the Catholic Church coupled with the portrayal of the Pope who is the head of the Catholic Church, engaged in a homosexual act only added fuel to the fire. As a defense Benetton

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said, "We reiterate that the meaning of this campaign is exclusively to combat the culture of hatred in all its forms. We are therefore sorry that the use of the image of the Pope and the Imam has so offended the sentiments of the faithful. In corroboration of our intentions, we have decided, with immediate effect, to withdraw this image from every publication (npr.org)." Another dimension explored is the perceived acceptance of homosexuality in Europe as opposed to in the Middle East. Despite the presence of the Vatican in Italy, Europe today is considered to be the most accepting when it comes to the non-discrimination of homosexuality. In fact the European Union has also developed ideas about which forms of sexuality should be considered as legitimate. This understanding dictates that homosexual and heterosexual orientations are considered equal; discrimination against homosexuality is forbidden (Gerhards). Meanwhile in the Middle East homosexuality still remains a taboo subject and is a serious crime punishable by imprisonment, flogging or even death (Whitaker). An important point must be noted that homosexuality has been legal in Israel since 1988 (Whitaker) which could explain why Tel Aviv was one of the locations in which Benetton placed their ads for this campaign. According to Whitaker it is the only country in the Middle East which has outlawed discrimination based on sexual orientation. By using the medium of shock advertising The Benetton Clothing Company has successfully portrayed the reality of the worlds social situation though it may have been at the expense of insulting some of the world most recognized religious symbols.

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Works Cited Gerhards, Jurgen .Non-Discrimination towards Homosexuality: The European Unions Policy and Citizens Attitudes towards Homosexuality in 27 European Countries. International Sociology. Volume 25 (2010). Javed, Mohammed. Hareem, Zeb. Good shock or bad shock: What impact shock advertisements are creating on the mind of viewers? www.cibp.org . 2011. Web. 21st February, 2013. Leaders Unite against Benettons Unhate ad Campaign. www.theaustrailian.com.au. 18th November 2011. Web. 21st February 2013. Mark, Memmott. Benetton Drops Image of Pope Kissing Man After Vatican Objects. www.npr.org . 16th November 2011. Web. 20th February 2013. Vatican takes legal action over pope-imam kissing ad. .bbc.co.uk. 17th November 2011. Web. 21st February 2013. ODoherty, Cahir. November2012. Unhate Campaign. 1st February 2013. http://www.irishcentral.com/story/ent/manhattan_diary/pope-bendict-kissing-imam-controversyin-benetton-ad-134111858.html Whitaker, Brian. Unspeakable love: Gay and Lesbian Life in the Middle East London: Saqi, 2006. Print.