Sunday, July 20, 2008

Che Guevara (photo) - Wikipedia, the free encyclopedia

Che Guevara (photo) - Wikipedia, the free encyclopedia

As a life-long communist and supporter of the Cuban revolution, Alberto Korda claimed no payment for his picture. A modified version of the portrait through the decades was also reproduced on a range of different media, though Korda never asked for royalties. Korda reasoned that Che's image represented his revolutionary ideals, and thus the more his picture spread the greater the chance Che's ideals would spread as well. However, Korda did not want commercialization of the image in relation to products he believed Guevara would not support, especially alcohol.

This belief was displayed for the first time in 2000, when in response to Smirnoff using Che's picture in a vodka commercial, Korda sued advertising agency Lowe Lintas and Rex Features, the company that supplied the photograph. Lintas and Rex claimed that the image was "obviously in the public domain." The final result was an out of court settlement for (US) 50,000 to Korda, which he donated to the Cuban healthcare system.[12]

However, he was not against its propagation altogether, telling reporters:

As a supporter of the ideals for which Che Guevara died, I am not averse to its reproduction by those who wish to propagate his memory and the cause of social justice throughout the world, but I am categorically against the exploitation of Che's image for the promotion of products such as alcohol, or for any purpose that denigrates the reputation of Che. [13]


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