Last updated at 08:17 17 July 2007

A giant outline of Homer Simpson brandishing a doughnut was enough to make even pagans go "D'oh".

Painted opposite famous fertility symbol, the Cerne Abbas giant, the idea had been to plug the new Simpsons movie due out later this month.

But instead the image has incited the wrath of British pagans who have now pledged to perform "rain magic" to rid their sacred site of its unwelcome guest.

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The 17th century chalk outline of the naked, sexually aroused, club-wielding giant is believed by many to be a symbol of ancient spirituality.

Many couples also believe the mysterious image, which is carved in the hillside above Cerne Abbas, Dorset, is an aid to fertility.

The giant doughnut-wielding Homer has been painted with water-based biodegradable paint which will wash away as soon as it rains.

Ann Bryn-Evans, joint Wessex district manager for The Pagan Federation, said: "It's very disrespectful and not at all aesthetically pleasing.

"We were hoping for some dry weather but I think I have changed my mind. We'll be doing some rain magic to bring the rain and wash it away."

She added: "I'm amazed they got permission to do something so ridiculous. It's an area of scientific interest."

She also expressed fears that the painting of Homer, from the animated television series The Simpsons, would cause a mess as it washed away.

Catherine Hosen, who is the Wiltshire representative for The Pagan Federation, said: "I find it quite shocking and very disrespectful.

"It's just a publicity stunt for a film and we are talking about a monument which is definitely of great historical significance and a lot of people feel has important spiritual significance as well."

It is not the first time the well-endowed giant has been used to advertise products. He has been used to promote items as diverse as condoms, jeans and bicycles.

During the Second World War, he was disguised to prevent the Germans from using him as an aerial landmark.

Since then he has always been visible, receiving regular grass trimming and a full re-chalking every 25 years.