The BBC reports, "Italy up in arms over Michelangelo's David rifle advertisement. Italy's culture minister has expressed outrage over an advertisement by a US weapons firm showing Michelangelo's David holding a rifle. Italy's Culture Minister,Dario Franceschini, said the image was offensive and violated the law."
"Italy's Culture Minister on Saturday called for a US guns dealer to withdraw an advertisement using an image of Michelangelo's David but with the famed statue holding a bolt-action rifle... The image of David, armed, offends and infringes the law. We will take action against the American company so that it immediately withdraws its (advertising) campaign,"
His comments come after the Historical Heritage and Fine Arts Board in Florence condemned the image... which uses Michelangelo's statue to promote the huge, $3,000 rifle with the tagline "a work of art".
Curator Cristina Acidini has issued a legal warning telling ArmaLite to immediately withdraw all images Italy deems distort the Renaissance masterpiece. Italy claims copyright over any images of David, a monumental marble sculpture preserved since 1873 in the Accademia Gallery in Florence. Anyone wishing to commercially use a picture of the statue, the government says, must receive legal authorisation and pay a fee -- which ArmaLite had not done.
"The law says that the aesthetic value of the work cannot be distorted," Angelo Tartuferi, director of the Accademia, was quoted by the Repubblica newspaper as saying. "In this case, not only is the choice in bad taste but also completely illegal."
The Italian Headline reads, "The challenged advertising of David with a gun"
"Friday, March 7th the weekly L' Espresso has published pictures of an advertising campaign of the American arms manufacturing ArmaLite . In the pictures you can see a montage of Michelangelo's David that clutching a rifle produced by the company. Below, an inscription defines the weapon " work of art " . The image has been published by several journals as American Rifle Firepower . Despite this spread quite limited , in the last hour , there have been strong criticisms to the campaign by the political world and the protection of Italian artistic heritage .
The superintendent of museums in Florence Cristina Acidini: " To take advantage of the promotional David , as well as any other work preserved in our museums , require an assessment of the adequacy of the image, you must respect their dignity culture.
"The director of the Accademia Gallery , the museum that houses the David Angelo Tartuferi , said that no permit was required by the company and which in any case would not have been granted . Acidini, however, is cautious about the legal possibilities to prevent the American company to use the image , "Yes, it is an international event and I can not , of course, unleash the FBI against ArmaLite . But I intend to use all the possibilities of reaction that I have to ask them to stop , starting with the " moral suasion " and scandal in the newspapers . " The Minister of Culture , Dario Franceschini , wrote in a tweet that ArmaLite must withdraw his campaign."
Will 'moral persuasion' and /or 'scandal in the newspapers' effect a gun manufacturer?
Certainly art has appeal and as with sex, is a great marketing agent!