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Ad for Israeli maternity ward portrays fetus as future soldier

Militarism begins at conception? An ad for a maternity ward in one of Israel’s top hospitals depicts a fetus wearing a military beret and saluting.

An advertisement for Ichilov Hospital's Lis Maternity and Women's Hospital. (Screenshot)

An advertisement for Ichilov Hospital’s Lis Maternity and Women’s Hospital. (Screenshot)

An advertisement for a maternity ward in one of Israel’s top hospitals, published in the right-wing newspaper Makor Rishon this past week, has been making the rounds on social media.

The ad for Lis Maternity Hospital, part of Ichilov Hospital in Tel Aviv, shows a fetus wearing a military beret, with a caption reading: “Recipient of the Presidential Award of Excellence, 2038.”

Portraying an unborn child as a soldier is disturbing in its own right, regardless of country. In Israel, an occupying power whose military has for over five decades been primarily concerned with maintaining control over a civilian population, this ad is even more charged and offensive. Furthermore, its timing is especially disturbing, considering that the IDF killed 60 Palestinians and wounded over 2,400 in a single day in Gaza, while continuing to exert control over millions of stateless Palestinians.

The notion that a good hospital will produce good soldiers is pathological. That a top hospital believes the best way to get women to choose their maternity ward is by convincing them their baby is destined to be a successful soldier in the Israel Defense Forces is also a genuine indication of just how militaristic Israeli society is. 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.

Israel, which consistently attacks Palestinian leadership and society for giving birth to “terrorists” and educating children to hate, seems to conveniently forget the deep militaristic, violent roots of its own society. This ad is just one indication of that.

Some Israelis on Facebook have expressed their disgust and outrage, demanding the hospital pull the ad. When asked for comment, Ichilov Hospital Spokesperson Avi Shushan wrote in an email: “This was a one time ad published in Makor Rishon.” He did not respond questions about those who were disturbed by the ad.

Update (Thursday, May 24, 7 p.m.):
Ichilov Hospital spokesperson Avi Shushan sent me another email about 12 hours after his initial response stating that due to the hospital’s “attentiveness to the feelings of the general public and following complaints, we have ordered the advertising firm to immediately take down the ad,” and apologized for any anguish caused. Upon time of publishing this update, the ad still appears online in the digital version of the print paper, but Shushan confirms that they have instructed the ad agency to take it down. The hospital received only a few complaints, he added.

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    1. Bruce Gould

      “Hitler Institutes the Mother’s Cross”:

      https://www.history.com/this-day-in-history/hitler-institutes-the-mothers-cross

      On this day in 1938, Adolf Hitler institutes the Mother’s Cross, to encourage German women to have more children, to be awarded each year on August 12, Hitler’s mother’s birthday…The German Reich needed a robust and growing population and encouraged couples to have large families. It started such encouragement early. Once members of the distaff wing of the Hitler Youth movement, the League of German Girls, turned 18, they became eligible for a branch called Faith and Beauty, which trained these girls in the art of becoming ideal mothers.

      Reply to Comment
    2. Hello

      Be fair. There were other occupations illustrated besides soldier. It was about hope for your child’s accomplishments in life. Every parent hopes his child will do great things for Israel.

      Reply to Comment
    3. Ben

      The army is becoming less and less attractive to young Israeli men–because they see that the bulk of the army’s efforts these days is devoted not to legitimate defense but to civilian population suppression, to brutal occupation. (Young Israelis may say in public that “Breaking the Silence lies” but in their hearts and minds they know the truth–Breaking the Silence is telling the truth). Who wants in their youth to be killed or maimed in the service of a corrupt enterprise? The instincts of young Israelis are correct. So the army is having more trouble recruiting quality. No surprise to see the fetus with beret effort.

      Bruce Gould’s reference to Germany in 1938 is incisive. Remember, Moshe Feiglin expressed keen admiration for the Hitler Youth and the National Socialists.

      Reply to Comment
      • Itshak Gordin Halevy

        Ben: Israel a corrupt enterprise? I remind you that Israel has become a technological, military, agricultural, spatial and medical power thanks to the efforts of its fellow citizens. Who are you to dump your diatribe against the State of Israel? You do not live there and are probably not Jewish. Regarding the army, it is possible that some leftists desert, but the vast majority of young people is proud to be incorporated. Pleasing fact: More and more young people of my tendency (Religious Zionist) not only get incorporated, but also postulate to be officers.
        With our birth rate and the movement of laics returning to their roots, we will be in a few years majority. One more thing: you constantly quote Haaretz. Know that it has less and less readers so the public is shocked by its indecent content.

        Reply to Comment
        • Ben

          Thanks for this bulletin from the cult.

          “The public is shocked by [Haaretz’s] indecent content.”

          How about this? Does this shock you too, and if so, does it shock you the way it shocks me? Do you find it indecent?:

          Trump and Netanyahu Expose the Weak Immune System of Israeli and American Democracy
          The collapse of the Weimar Republic made Israel focus on radical enemies from the outside, while ignoring the greater threat from within.
          https://www.haaretz.com/opinion/.premium-trump-netanyahu-expose-weak-immune-system-of-israeli-u-s-democracy-1.6112089

          Reply to Comment
      • Lewis from Afula

        You Leftist Cuckoos are just jealous that Israel’s total fertility rate is the highest in the Developed World. The almost 7 million Israeli Jews will turn into 10 million plus over the next 30 years. This means that military consciption will be gradually changed to a professional army model.

        This is a nightmare for degenerate progessive Leftists like Zonszein or Ben !
        How dare they grow in population ?

        Reply to Comment
    4. Itshak Gordin Halevy

      Usual leftist language. A huge part of the Israeli people are very proud of their army. A large majority of young people are very happy to be part of it, even if it takes many years of their life. For many more and more Israelis, Judea and Samaria were liberated and not occupied in 1967. Finally, a huge part of the Israeli people do not care about what is happening in Hamasland. As long as this terrorist entity does not recognize the state of Israel, as long as it tries to infiltrate, as long as its schoolbooks contain antisemitic texts, Israel will treat them for what they are: an enemy. No offense to the leftists of Tel Aviv. Personally, I feel very proud of our boys. Our enemies give birth to terrorists, our women give birth to the defenders of the Jewish state.

      Reply to Comment
      • xyz

        One day u will swallow ur own filthy words. Explain the logic behind ur imbecile “pride”.

        Reply to Comment
      • Bruce Gould

        @Itshak: Germany in 1938 was a leader in scientific research, they had some of the best mathematicians in the world (Hilbert, for example) a strong military power, a world leader in music and art…..so what?

        Reply to Comment
      • David

        “Judea and Samaria were liberated and not occupied in 1967.”

        Reality:
        Security Council Resolution 465 (1 March 1980) “determines that all measures taken by Israel to change the physical character, demographic composition, institutional structure or status of the Palestinian and other Arab territories occupied since 1967, including Jerusalem, or any part thereof, have no legal validity…”

        Israel’s 1980 annexation of East Jerusalem was rejected by the UN Security Council in Resolution 476 (June 30, 1980): “all legislative and administrative measures and actions taken by Israel, the Occupying Power, which purport to alter the character and status of the Holy City of Jerusalem have no legal validity and constitute a flagrant violation of the Fourth Geneva Convention.”

        “As long as this terrorist entity does not recognize the state of Israel.”
        Reality:
        On 16 June 2009, after meeting with former U.S. President Jimmy Carter, Ismail Haniya, prime minister of Hamas’s Gaza Strip government, announced that “If there is a real plan to resolve the Palestinian question on the basis of the creation of a Palestinian state within the borders of June 4, 1967 and with full sovereignty, we are in favour of it.”

        http://www.haaretz.com/isra…
        “‘We accept a Palestinian state on the borders of 1967, with Jerusalem as its capital, the release of Palestinian prisoners, and the resolution of the issue of refugees,’ Haniyeh said, referring to the year of Middle East war in which Israel captured East Jerusalem and the Palestinian territories. ” (Haaretz, December 1, 2010)

        In its revised Charter, April, 2017, Hamas again agreed to a Palestinian state based on the 4 June 1967 borders. Israel promptly rejected the Hamas overture instead of using it to open a dialogue.

        https://www.haaretz.com/isr
        “Senior Hamas Official: ‘I Think We Can All Live Here in This Land – Muslims, Christians and Jews.’” By Nir Gontarz. March 28, 2018, Haaretz.

        Reply to Comment
      • Ben

        @Halevy:

        “Lubarsky’s death brings the amount of fallen Duvdevan soldiers to 18 since the unit was established in 1986. Most of the fallen soldiers were killed in training accidents or as a result of friendly fire during an operation – none of them were killed by enemy fire.”

        These are the casualty statistics of an army deployed as occupier and population suppressor, not a fighting army. What young man wants to die like this misused soldier? What young man wants to die like Ronen Lubarsky? For what? For what good cause? To what heroic end? So spoiled settlers can strut around and viciously lord it over the natives of Hebron? To make those like you proud, Halevy? Why?

        This is why the army is less attractive to young men these days. Israel’s heroic days are behind it. There is nothing heroic about the occupation. A criminal enterprise. Decadence.
        The blue and white army-worship inexorably declines.
        And behind that decline are the good normal instincts of the young men. They don’t want to be used like this.

        Reply to Comment
    5. Sheldon Ranz

      In the past, when Palestinian terrorists would kill Israeli civilians, including children, they would claim that even children will become soldiers that will some day come to kill Palestinians. The ad depicted above fits into that narrative.

      Reply to Comment
    6. Lewis from Afula

      You Leftist Cuckoos are just jealous that Israel’s total fertility rate is the highest in the Developed World. The almost 7 million Israeli Jews will turn into 10 million plus over the next 30 years. This means that military consciption will be gradually changed to a professional army model.

      This is a nightmare for degenerate progessive Leftists like Zonszein or Ben !
      How dare they grow in population ?

      Reply to Comment
      • Ben

        On the contrary, I see things the way Tomer Persico does in this excellent piece:

        The leftist, anti-humanist New Right in Israel and America
        http://blogs.timesofisrael.com/the-leftist-anti-humanist-new-right-in-israel-and-america/

        I am opposed to both cloud-cuckoo leftism and cloud-cuckoo rightism, both contemporary forms of degeneracy. The alt-right of which you, Lewis, are a part, is just as cloud-cuckoo, in fact has adopted many leftist attributes, modeled itself after the radical left, while jettisoning of course the good things about the moderate left, as Persico explains. You are a study in degenerate rightist cloud-cuckooism, Lewis. Now read this piece all the way through and study and ponder it before you shoot off an unthinking reply.

        To all: I highly recommend Tomer Persico’s essay here. It is deeply thought out, subtle and intelligent. It is illuminating. Persico diagnoses well the problems of the left. And the right.

        Reply to Comment
        • Lewis from Afula

          Yes, how dare Israel grow its population ?
          They should be like us in the American “moderate left” where they practice feminism, have multiple abortions and some of us give up on marriage altogether.

          Sorry Ben, your dreams will remain unfulfilled.

          Reply to Comment
          • Ben

            If you’ve read and engaged with one sentence of Persico’s essay you show no sign of it, Lewis. You appear to be avoiding it. By an odd perseveration on population growth.

            No one is telling Israelis or Palestinians not to grow, except you, Lewis, who openly wants to wipe out the Palestinians. How dare those Palestinians grow, eh Lewis? Who do they think they are? People?

            It is rightist ‘cuckoos’ who are forever making up strategic statistics about Jewish versus Arab fecundity. The expert population scientists, not to mention the non-racists among us, do not share this crackpot enthusiasm for Fortpflanzungssieg (reproductive victory). All of which brings us back to the first post on this page by Bruce Gould. I think your Fortpflanzungssiegträume will not come true no matter who has how many babies. Millions of indigenous Palestinians are not going anywhere. And they have babies too.

            Reply to Comment
          • Lewis from Afula

            I apologize to Ben that Israelis are not fulfilling his Leftist expectations of demographic suicide.

            Reply to Comment
          • Ben

            What you need to apologize for and atone for is genocidal racism, for advocating ethnic cleansing and mass population transfer. Not to me personally but to god, the Jewish people, the Palestinian people, and relevant parties.

            Reply to Comment
          • Lewis from Afula

            How can I apologize to a fictional nation ?

            Reply to Comment
          • Ben

            It’s not your delusions that count, it’s your behavior.

            Reply to Comment
          • Lewis from Afula

            Its not your behavior that counts. Its your Leftist delusions !

            Reply to Comment
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