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Super Bowl farmer ad whitewashes America?

  • The Dodge Super Bowl advertisement was quality because of the hard-working caliber of the American farmers it portrayed; not their color or sex. Sometimes an ad is simply an ad.

Sometimes an ad is simply an ad. Yet, less than 24 hours after Dodge ran a two-minute commercial during the Super Bowl, race hustlers were already banging away, calling the ad lily-white, exclusionary and intentionally prejudiced.

Featuring photos of farmers, with narration from Paul Harvey, the advertisement was supposed be a tribute to American producers — and it was.

But the race police, never missing an opportunity to be offended, descended quickly. For example, Alexis Madrigal, a senior editor at The Atlantic, wrote the following: “The ad paints a portrait of the American agricultural workforce that is horribly skewed. In Dodge's world, almost every farmer is a white Caucasian … I decided to count the race and ethnicity of the people in Dodge's ad. Here's what I found: 15 white people, one black man, and two (maybe three?) Latinos.”

Regardless of the precise demographic breakdown of U.S. farmers, at what point would all those directly or indirectly accusing Dodge of racism be satisfied? At what point would the Dodge advert be considered inclusive and acceptable?

• Five whites, four Latinos, three blacks, two women, and two Native Americans? Would that fly?

• Four mixed race men, three Latinos, two blacks, two whites, two gays, and two Jews? Would that pass muster?

Neither option would work; someone would still complain about exclusion.

Madrigal concludes his piece: “Obviously, a Dodge ad isn't on the level of the government's deportation programs or the long-time cognitive dissonance of American immigration policies. But it's the kind of cultural substrate in which our laws and prejudices grow.”

The Dodge commercial “isn't on the level of the government's deportation programs?” What sort of a ridiculous concession is that?

Not surprisingly, Dodge is not the only company accused of Super Bowl bias. Volkswagen is getting hit with “Jamaican racism” charges and Arab-American groups are going after Coke, both controversies centered on racial bias.

The Dodge Super Bowl advertisement was quality because of the hard-working caliber of the American farmers it portrayed; not their color or sex. Sometimes an ad is simply an ad.

Discuss this Blog Entry 5

Greg Ferguson (not verified)
on Feb 6, 2013

Well stated! The true racists are those just like Alexis Madrigal who would not have anything to occupy there time if they didnt work endlessly to perpetuate the spectre of racism in every innocuous little thing they could possibly paint as biased. You are correct in saying nothing will satisfy the racism mongers.

on Feb 7, 2013

It is clear that neither you nor anyone you ever knew were ever asked to move to the back of the bus. Never told you could not go to school or vote or marry who you wanted because your skin was the wrong color. Never allowed to buy a house in the "right" neighborhood. Never even allowed to serve your country.

Until you have actually endured that kind of daily treatment, It is easy to forget just how deeply racism was ingrained in how white people treated other people who were not quite white enough. And do not think for one minute that is no longer that way. I hear it every day in casual conversations about how those Mexicans don't assimilate, don't learn English, are lazy and only want to sponge off of our social services. Mexicans are the hardest workers I know. Try getting lazy white people to go pick chile or harvest onions or pour concrete in the hot sun. The true racists are those who do not see it wherever it occurs.

Woody Pfister (not verified)
on Mar 21, 2013

Uhh people haven't been moved to the back of the bus, segreated in schools, restricted from voting or marrying for more than 60 years.

Then you go on to characterize white people as lazy? WTF?

Farmerpattie (not verified)
on Feb 6, 2013

It would have been nice to include someone like Will Allen, but it was a wonderful ad non the less.

ZeroSum2 (not verified)
on Feb 8, 2013

Your last sentence sums it up perfectly: "Sometimes an ad is simply an ad." Enough said.

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