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Big Business Pitching Amnesty Through Culture

Coke Ad
It’s hard for many conservatives to think of commercial advertising as “culture.” Commercial pitches for products just don’t seem to fit into the same part of our brains with the Iliad, Monet, Aaron Copeland and Friedrich Hayek – but if you’re in the political arena fighting for American exceptionalism it should.

Social conservatives have long-decried the crass, over-sexual content of much TV and print advertising, but in today’s political environment it may not be the scantily clad “spokes models” selling the product, but the message in the jingle that should get the attention of conservatives.

Last weekend’s Super Bowl ad from Coke was such a blatant pitch for amnesty and liberal multi-culturalism that it even caught the attention of normally non-political football fans. 

The ad, which featured people in the native dress of various countries singing “America the Beautiful” in a variety of non-English languages instantly provoked a deeply polarized response on social media, with conservatives ripping the ad for promoting multiculturalism through a deeply patriotic anthem. (You can see it here if you were up getting a beer while it ran.)

With the majority of Coke’s revenue coming from its international business, the company has long been known for its globalist rather than American world view. 

And as our friend Michael Patrick Leahy reminded us in a recent article for Breitbart, “Last year, Muhtar Kent, CEO and Chairman of Coca Cola penned an op-ed for USA Today, in which he argued that immigration reform is good for business. "My hope," Kent wrote, "is that our leaders focus on creating a modern system... and a clear way forward for undocumented workers--a potential route to U.S. citizenship that bears all the rights, responsibilities and obligations of that coveted status." Kent, who was born in New York City to the Turkish general-consul to the United States, holds dual citizenship in Turkey and the United States.

At least Coke’s CEO did not use the usual Big Business fiction that amnesty is “good for the economy” and was honest in saying it is good for (big) business, but he managed to gloss over the fact that it is good for business because it keeps American wages low. 

How suppressing wages in a consumer economy is good for businesses that aren’t global – such as your neighborhood diner, hardware store and other stores on Main Street – wasn’t addressed because it is obviously not good for them. 

The controversy surrounding Coca Cola's Super Bowl ad has focused some most unwanted public attention on the company's pro-amnesty agenda and its use of its vast advertising budget to promote that political agenda through culture, using media completely outside the regulated and disclaimered political advertising system.

Coke isn’t alone in wanting amnesty and a liberalized American immigration system to advance its own commercial interests. Coke just happened to be the Big Business that first got caught using its commercial advertising – and its substantial cultural influence – to promote amnesty. 

Keep your eye on your TV as the amnesty battle heats up this summer. We don’t doubt that other major advertisers that support amnesty have been looking at the potential political impact of using commercial advertising, and its influence on culture, to promote amnesty and market testing how to use it to promote what Tom Donohue of the US Chamber of Commerce says is the top political objective of Big Business in this election. Click here to demand that your Member of Congress sign our No Amnesty Pledge

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