I think we should stop using the word “venerate”; it is too staid a word and suggests an overemphasis on ritual. I like the word “adore” better.
Playboy is contending that the headline is false
“The image is not and never was intended to portray the Virgin of Guadalupe or any other religious figure. The intent was to reflect a Renaissance-like mood on the cover.”
foxnews.com/story/0,2933,466565,00.html
However, I did some more research, and took a look at the content of the magazine itself as it pertains to the controversy, and it seems implausible that their intent was not at least to create a similarity if not a portrayal such that the similarity would evoke an association.
They also have published a poem in the issue that seems to confirm this. Here’s a translation of the poem (I won’t link to the website, as it contains some topless photos from the magazine, though the poses themselves are not sexual or provocative … if you only saw the face of the woman in the poses, in some of them you might think she were in deep contemplation or prayer)
María Florencia Onori
Bendita Seas
You are so adventurious [sic] María, when the light reaches your skin and your eyes find those of our readers. Blankets, flowers, bouquets, and stained glass: a playful game of light and shadow that deliver a renewed sensuality to our pages, witnesses of feminine grace where a stain does not fit, but the subtleness of a youthful body that radiates its beauty in a rug of petals. Yours are the hopes and the candor, yours the nakedness at the light of the candles, yours the crown with which December salutes you. Let it be.
In terms of the poses themselves, the only hint of portrayal of the Virgin comes from the use of a crown and the use of sometimes a white robe and sometimes a blue robe (never together that I recall).
At first I was willing to give some benefit of the doubt to Playboy, but it seems clear now that their intent if not to portray the Virgin strictly speaking was at least to make their portrayal similar enough to certain religious imagery to generate publicity for their business which as I understand it is in financial trouble.