Polêmica  - Beijo Gay do Papa
Autor: CineGLS - Cariri | Publicado: 2011-11-20T19:49:00-03:00

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 <![endif]-->  Uma série de peças publicitárias lançadas nesta quarta-feira pelo grupo italiano Benetton reacendeu o debate sobre os prós e contras das campanhas polêmicas.
As imagens, que mostram beijos entre líderes mundiais, como a chanceler alemã Angela Merkel e o presidente francês Nicolas Sarkozy, circularam rapidamente em portais de notícias e redes sociais, mas também foram alvo de críticas.
A campanha também foi condenada pelo Vaticano, que qualificou a fotomontagem de um beijo entre o papa Bento XVI e o imã sunita egípcio Ahmed el Tayeb como "uma grave falta de respeito com o papa" e "uma ofensa aos sentimentos dos fiéis".
Horas depois do lançamento, a Igreja Católica ameaçou processar a empresa, que pediu desculpas e retirou a imagem de seu site, onde estava disponível para download.
Outras peças mostram o presidente americano Barack Obama beijando o líder venezuelano Hugo Chávez e o presidente chinês Hu Jintao, um beijo entre o premiê israelense Binyamin Netanyahu e o líder palestino Mahmoud Abbas e outro entre o líder da Coreia do Norte, Kim Jong-Il e o presidente da Coreia do Sul, Lee Myung-bak.<!--[if gte mso 9]>     Normal   0         21         false   false   false      PT-BR   X-NONE   X-NONE                                                     MicrosoftInternetExplorer4                                                   <!--[endif]--><!--[if gte mso 9]>  <w:LatentStyles DefLockedState="false" DefUnhideWhenUsed="true"
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 <![endif]-->  Em todas elas aparece a mensagem "Unhate" ("Não ódio", em tradução livre).
Desde os anos 80, com o fotógrafo Oliviero Toscani, o grupo Benetton usa imagens de impacto em suas campanhas, que tratavam de temas controversos como a discriminação de portadores do vírus da AIDS e violações de direitos humanos.
Os especialistas chamam a estratégia de "propaganda de choque", que se tornou uma prática cada vez mais utilizada por publicitários, considerada uma maneira eficiente de ganhar a competição pela atenção do público.
"É uma volta da Benetton a suas origens", diz Darren Dahl, professor da escola de negócios Sauder, em Vancouver, no Canadá. "A marca sofreu um lento declínio e claramente quer voltar a chamar a atenção."
No entanto, a estratégia pode ter efeitos contraproducentes, segundo Dahl. Ele lembra que há dez anos, o grupo lançou uma campanha considerada infeliz, que mostrava presidiários americanos condenados à pena de morte.
Em meio à polêmica, a empresa teve que pedir desculpas aos familiares das vítimas e retirar a campanha de circulação.
Especialistas em marketing advertem, por exemplo, que alguns consumidores católicos e muçulmanos podem rejeitar a marca após a foto do beijo entre o papa e o imã.
Fonte:MUndoMais