This advert is one of many from United Colours of Beneton’s unHate
campaign, showing doctored photos with the aim being to combat the culture of
hatred. It shows Pope Benedict XVI (a Catholic) and imam Sheik Ahmed el-Tayeb
(a Muslim) sharing a kiss, which is a universally accepted symbol for love. The
advert was pulled down hours after it was released following a lot of criticism
from the public and the Vatican planned legal action against United Colours of
Benetton, who later released a formal apology. On one hand, it can be said the
ad is portraying two cultures that both condemn the gay lifestyle coming
together (metaphor).
However, the whole message the ad is trying to convey is lost as
by presenting “UNHATE” on the picture, it is promoting the idea that the Pope
is against Islam or vice versa which is not the case. Adding weak arguments to
a persuasive message as demonstrated here has been found to dilute the effect
of the message. Friedrich, Fetherstonhaugh, Casey and Gallagher (1996) gave undergraduates
strong and weak arguments in an essay supporting the institution of senior
comprehensive exams in college. The students then completed a questionnaire and
it was found that weak arguments diluted the impact of the message.
The ad aims to use social modelling by the two men to persuade the
audience to adopt the message of the campaign especially by using well known,
respected figures. However, showing the pope in a sexual manner is deemed as
highly offensive to many as the pope is not supposed to have any sexual
associations. This lack of respect demonstrated by not asking for permission
from the two religious leaders before associating them with the campaign, can
deem the whole unHate campaign as hypocritical.
The advert can be improved with the two men sharing a handshake
instead as a message of unHate is shown by unity more so than an intimate kiss
and people who like each other generally share a handshake, hug or smile.
Friedrich, J., Fetherstonhaugh, D., Casey, S., & Gallagher, D.
(1996). Argument integration and attitude change: Suppression effects in the
integration of one-sided arguments that vary in persuasiveness. Personality and Social Psychology
Bulletin, 22, 179-191.
so typical Benetton production.
ReplyDeleteThe other Benetton campaign releasing this year has not been censured: Chinese president Hu Jintao kissing U.S. president Barack Obama.
ReplyDeleteOnly if both presidents are as 'sacred' as these two religious figures, will this ad be withdrawn from every publication with immediate effect.