Militarizing Children Before Birth? Offensive Israeli Ad Portrays Foetus as Soldier

Published May 24th, 2018 - 09:27 GMT
The advertisement was published in the right-wing newspaper, Makor Rishon, for Lis Maternity Hospital in Tel Aviv. (Screenshot/ +972 Magazine)
The advertisement was published in the right-wing newspaper, Makor Rishon, for Lis Maternity Hospital in Tel Aviv. (Screenshot/ +972 Magazine)

An Israeli advert for a maternity ward is circulating among social media users. It represents a fetus wearing a military beret with the caption: “Received the Presidential Award of Excellence, 2038.”

The ad published in the right-wing newspaper Makor Rishon, for the Lis Maternity Hospital in Tel Aviv, portrays an unborn child as a soldier and dehumanizes Israeli children before they are even born. 

The ad was strongly criticized on social media, especially in Israel where people argue that Palestinians allegedly use their children as weapons and raise them as terrorists.

Mairav Zonszein, an Israeli-American journalist writes in the Tel Aviv-based webzine, +972 Magazine: “As if women don’t have enough on their minds as they approach birth, now they must be reminded that in 18 years, their child will be conscripted into the army. Regardless of their politics, Israeli mothers (and fathers) go through hell when their children — specifically their sons — serve in the army.”

 

Many Israelis expressed anger towards the ad, demanding the hospital to remove it. Its spokesperson said: “This was a one time ad published in Makor Rishon.”

 

 

Others likened the ad to ISIS propaganda:

 

 

 Meanwhile, others had differing opinions:

 

The advertisement comes at a time where Israel is facing international condemnation for the killing of dozens of peaceful unarmed Palestinian protesters including several children and an eight-month-old baby, Leila al-Ghandour, who was exposed to gas fired by the Israeli army east of Gaza City.


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