Advertisement

Last supper

Published/Aired: 
October 2005

Tags

Description: 

Complaint: This image offends the religious sensibilities of all citizens. It trivializes the intense and dramatic moment during the Last Supper in which Christ anticipates his crucifixion in order to liberate humanity from their sins by appropriating religious symbols - such as loaves and fish - for commercial purposes and by replacing the apostles with female fashion models.

Advertiser’s Statement: The advertisers´ primary defense was that modern society has enabled women to achieve sexual equality with men only by sacrificing their femininity. This advertisement´s interpretation of Leonardo´s painting does not trivialize the sacred, but rather creates a new perception of femininity by presenting men - instead of women - in a position of fragility.

Adjudication: The Advertising Standards Authority of Italy ruled that the image offends religious belief not only because it provokes a reaction among consumers of the sacred profaned, but also because it attempts to elevate commercial products to the same level as religious symbols. Rather than being merely satirical, the message of this advertisement blurs the boundaries between the sacred and the profane, and thus offends consumer sensibility.

Comments (7)

Log in or register to post comments

Highest Rated

Hadrons's picture
Hadrons
Activity Score 6017

Bravo.

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

myviolentego's picture
myviolentego
Activity Score 40
vinylsofa's picture
vinylsofa
Activity Score 42

And there's no god, only human perceptions of such. Religion is man-made, so how can anyone take seriously people who say they are offended on religious grounds?
This is a variation on a painting of a scene by someone who lived some 1400 years after that scene alledgedly took place.

I am offended by cheesy romantic movies, but these don't get banned do they?

The best part of this poster is how John's position at the table (who is conspiratorily thought to be mary magdalene) is depicted here as a male amongst the females. A tip of the hat to that poorly selling book you may have never heard of.

carlo's picture
carlo
Activity Score 163

Good art direction! This ad did not really create a fuss among us here in the Philippines when it was launced on magazines, considering majorty of us are Catholics.

_____

Because great designs need no further explanation.

Axl's picture
Axl
Activity Score 266

nul, déjà fait à toutes les sauces, non là c'est pathétique!

Sven Gali's picture
Sven Gali
Activity Score 845

so vaneglorious

tausif's picture
tausif
Activity Score 99

From where "the religion" word came here.??

whats the religious there in this Pic.???

-
tausif

Hadrons's picture
Hadrons
Activity Score 6017

Bravo.

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

Advertisement