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I don't get the connection between the commercial and hazing. It's not the best analogy. I do get the don't haze thing.
As I see it, hazing really doesn't create a sense of unity within a fraternity or sorority. It might create unity within a new member class, but it creates resentment between the new members and the brothers or sisters. It becomes an us against them dynamic which is ultimately unhealthy in any org.
And I knew pledges (yes, they were called pledges) who were hazed in the way that KillarneyRose described including the chocolate syrup. This was in the late 80s and early 90s when GLOs were beginning to focus their efforts on eliminating hazing. That type of behavior didn't build brotherhood or sisterhood and only hurt and humiliated people.
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