“…one thing is sure advertising companies in Lebanon have for a while became a third […] disciplinary institution, but in this case a very perverse one: As its moral program does not have any ‘practical’ implication […] its materially empty discursive production can at best create schizophrenic attitudes among people…” writes Bech about anti-civil-war awareness billboard ads are using “Islamist type as template to symbolize militias”.