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Tue26Dec2006

Target pulls Che CD case

15:41 H | Topics: Controversia - Marketing

che.gifThe commercial use of Cuban revolutionary Ernesto "Che" Guevara's image is nothing new, but a CD case bearing his image has sparked controversy and retailer Target has pulled the item:

Target had touted a music disc carrying case for Che admirers emblazoned with the Argentine-born guerrilla's iconic 1960 portrait by Alberto Diaz, or "Korda." A set of small earphones was superimposed on the image, suggesting he was tuned in to an iPod or other music player.

"It is never our intent to offend any of our guests through the merchandise we carry," Target said in a statement. "We have made the decision to remove this item from our shelves and we sincerely apologize for any discomfort this situation may have caused our guests."

Whatever you think of Che, it was irresponsible for Target not to consider the possible implications of this beforehand. To me it shows a lack of understanding and a lazy lack of research about basic Latin American history, and mainly just an attempt to be uber trendy without considering the meaning of the image.

According to Reuters, an editorial in Investor's Business Daily asked:

"What next? Hitler backpacks? Pol Pot cookware? Pinochet pantyhose?" wrote Investor's Business Daily in an editorial earlier this month, citing the Guevara case as a model of "tyrant-chic."
And it seems that people on the other side of the political spectrum think this was a dumb idea as well, albeit for totally different reasons:
"Che would just be rolling in his grave if he knew his face was making money for Target," said Nell Greenberg, spokeswoman for San Francisco-based Global Exchange. "Everyone who does support that legacy of social justice is certainly not going to be opposed to stopping Target from using that tool."
What do you think? Please leave your opinion in the comments section.


Via / Yahoo! News

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Feedback (4) » Share your opinion

1. Jose ~ Wednesday, Dec 27 2006 | 14:20H:

Che Guevara was a total scumbug in every respect. As to Target, the use almost certainly violated the photographer's copyright, as well as the "publicity" (commercial) rights of whoever owns the right to commercially exploit the terrorist Che's image at this time.

2. Julie Brooks ~ Monday, Jan 08 2007 | 15:07H:

LEGAL Americans are not interested in Mexico's history and do not wish to see items displaying that country's criminals such as terrorist Che Guevara on American merchandise, especially on merchandise that caters to young Americans. Target was trying to make a buck off of illegal aliens and should be ashamed of their lousy business practices.

3. Jennifer Woodard Maderazo ~ Monday, Jan 08 2007 | 16:11H:

Excuse me, but please tell me what Che Guevara has to do with Mexican history? Or Mexican immigrants for that matter? Guevara is a part of Cuba's history, not Mexico's. And I would venture to guess that this product was intended for Target's core market, which, incidentally, is not made up of "illegal aliens". It's the anglo hipster that would be attracted to something like this, not an undocumented immigrant.

4. Nirvana ~ Monday, Jul 30 2007 | 13:40H:

Che was a hero and he would always be. If in your own stupidity u start spiting towards the sky the it wont touch the sky, however eventually the very sputum would come back on your face.
It's a rather phylosophical thing you know. All the time the people who has no purpose of living expect polluting the envioronment, no contribution throughout are in the forefront to criticize a popular figure. It's largely because of the little guy's sence of insecurity lack of confidence. And it's well accepted scientific fact that Americans most of the time don't even know who their actual parents are to far with Che or any other public figure if he/she is not a rock start with a "I am the trash can without the plastic" look.
One suggestion read something else than "paris hilton coping eith her cell mate". Educate yourself, do something better for the country for the people for the world.

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