Media Log 5

                                           Blasphemous Ice Cream

(3) Depicted in the controversial series of advertisements commissioned by Antonio Federici, a pregnant nun is seen holding the gelato company’s ice cream product with the phrase “Immaculately Conceived” printed alongside the frame. In another photo belonging to the same series of ice cream product, two male priests – one Caucasian, the other black – are depicted to be yet again holding the company’s product while they look intently at one another with a sexually suggestive undertone. In this photo, the phrase “We Believe in Salivation” is scrolled across the advertisement making a play on the word ‘salvation’. On these two photos, the company logo is seen at the bottom.

(1) The advertisement was commissioned by Antonio Federici, an Italian gelato company first founded in 1986, with the purpose of promoting their gelato products. (2) I believe that the target audience of the advertisement is the general public due to the fact that it is promoting something as simple as ice cream. In a more specific scale, they are targeting those who like ice cream or those who have a fondness for sweets.

           

(4) The advertisement brings with it a very shock advertising-like nature, discarding any sense of subtlety. Though possibly unintentional, the company’s advertisement comes off as very offensive – even blasphemous – to Christians. (5) This advertisement promotes a lifestyle that primarily indulges in the physical pleasures of life, such as satisfying ones appetite in food ( and as suggested by the advertisement, sex).

           

(6) The prevalent logical fallacies within the advertisement is the utilization of Transfer and Misleading Analogy or Faulty Comparison, this is seen by using the Christian faith to represent “giving in to temptation”. While the rhetorical appeal being used here is pathos, this is seen by the utilization of emotions such as lust for physical pleasures.

           

(7) As stated earlier, the primary message that this advertisement delivers is a negative one, one that disrespects an entire religion with tones that have been perceived as blasphemous. It also promotes physical gratification despite the morality in doing so. (8) In my opinion, the advertisement fails to empower and specific group of people, but succeeds in disempowering Christians by utilizing their religion’s faith in such a disrespectful manner.

           

(9) Surprisingly, this series of advertisements was not Antonio Federici’s first string of advertisements to receive flak from the media and religious groups. The Italian gelato company has had a previous series of advertisements that had also carried a blasphemous theme, this time four photo advertisements that depict a Christian priest and nun engaging in sexual acts with the phrase “Submit to Temptation” written across the ads. More pictures and articles regarding this controversy can be found all over the internet.

           

(10) I believe that even those who are not Christian can see the disrespectful nature of the advertisement. I also find it ironic that the company, an Italian company, a country with a substantial amount of Christians would develop such an advertisement in order to sell their product. Not only as a Christian, but as a person who respects something as sensitive as religion, I would not buy their ice cream.

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