A few days ago we reported on a story that had been causing controversy in Italy. Italy's best selling weekly, the catholic-oriented Famiglia Christiana has published a literally steamy picture of a bare bottom as part of an ad for bathroom ventilators.
The director of the magazine, after initially brushing-off criticisms as extreme has now been forced to make a u-turn and will apologise for allowing the publication last week of an image of a naked female bottom.
In a note to readers which will be published in this week's edition, Don Antonio Sciortino stresses that the magazine's 75-year tradition of sobriety in its content was unchanged, despite press claims to the contrary.
"No taboo has been broken. We haven't opened our pages to nudes," he writes. "Modesty and chastity are very important values for us and we will not let them go." Don Antonio, who has directed the weekly since 1999, admitted that the publication of the advertisement containing
the image had been a slip, saying more attention would be paid in future when choosing adverts.
"Its publication unfortunately offended the sensibility of many of our readers, who sent in their protests. And for this I apologise to readers."
The picture, part of an advertisement for bathroomventilators, showed the steamed-up glass of a shower cubicle through which the central part of a woman's body could be seen from behind.
Underneath the image, the advertiser invited readers to install one of their ventilators, saying: "If you want to see clearly, call your electrician." The publication of the ad caused an immediate reaction in Italy, partly thanks to national newspapers who gave the story lavish coverage. One daily even put the news on its front page.
Sister Paola, a popular nun who often appears on Italian television, said the publication of the advert went against the magazine's wholesome tradition.
"I wouldn't like it to be the start of something that goes further, of a movement towards a loss of values," she added.
Cardinal Ersilio Tonini, the emeritus archbishop of Ravenna, told the press that he had not seen the picture but he understood the "perplexity" it might cause.
Speaking about adverts in the media in general, he said: "A certain restraint should be respected and when in doubt it's better to choose delicacy."
Questioned about the mini-scandal last week, Don Antonio appeared extremely impatient with all the attention being focused on a ventilator advert. "People are making a big thing out of this when really it doesn't merit it," he
said.
