BBC NEWS | Americas | Che: The icon and the ad - 0 views
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"Che Guevara has become a brand. And the brand's logo is the image, which represents change. It has becomes the icon of the outside thinker, at whatever level - whether it is anti-war, pro-green or anti-globalisation," she says. Its presence - everywhere from walls in the Palestinian territories to Parisian boutiques - makes it an image that is "out of control", she adds. "It has become a corporation, an empire, at this point."
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"There is a theory that an image can only exist for a certain amount of time before capitalism appropriates it. But capitalism only wants to appropriate images if they retain some sense of danger," Ms Ziff says.
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But in Latin America, she points out, Che Guevara's face remains a symbol of armed revolution and indigenous struggle.
