In the 50 years since conscientious objector and designer Gerald Holtom invented the peace sign for the 1958 anti-nuclear protest march from London to the Atomic Weapons Research Establishment at Aldermaston, the symbol has become ubiquitous. And just like any other aspect of popular culture, it has been picked up and used by advertisers, sometimes in unexpected ways.

"Some purists would deny that the symbol should ever be used in advertising,'' said Ken Kolsbun, author of "Peace: The Biography of a Symbol.'' "From my point of view, it's fine if ... the company actively promotes peace and health and general well-being.''

"Part of its power is its simplicity. For ...