I selected the advertisement because the issue of multiculturalism and racism has become an issue of concern since the 2016 United States elections. The 2016 United States election revealed that the United States is a nation divided along cultural and racial lines, albeit concealed. White supremacist groups such as the Ku Klux Klan were vocal during the electioneering period voicing their disgust for racial minorities and illegal migrants. I also selected the advertisement because of President Donald Trump's executive ban that temporary bars people from seven Muslim countries from leaving and entering the United States. The seven countries are Syria, Libya, Iraq, Iran, Sudan, Somalia, and Yemen. The executive order also halts all refugee admissions into the United States for 120 days. The Coca-Cola advertisement addresses the issue of multiculturalism implying that the United States is a country made up of people from different races, creeds and religious affiliations and they should embrace each other.
In the advertisement, a Caucasian man is seen riding a horse in the country side. An African American lady is seen popping bubble gum. Young children are seen eating popcorn while drinking coca cola in a theater hall. A group of kids from different racial and ethnic backgrounds are seen playing together. A group of people from different racial, cultural and ethnic backgrounds are seen in a hotel sharing a meal happily while drinking coca cola. An aged woman is seen in the advertisement. Two men, one wearing a Jewish hat are seen staring out of a window. A group of three women, two who are clad in hijab are seen walking in a street in China and approaching a Chinese man selling food by the street. A Muslim woman clad in a hijab and standing alone is seen in the advertisement. A Hispanic child is seen in the advertisement. An Asian man is seen in the company of a Caucasian man with the Caucasian man holding a coca cola drink. An African American lady is seen smiling in the advertisement. An Asian child is seen dancing to music being played by an adult with a guitar. A group of men from different cultural, racial and ethnic backgrounds are seen playing a sport. A senior citizen is seen embracing a young child. A man with a Jewish hat is seen standing next to a man enjoying a Coca cola drink. An Asian girl is seen lying on the ground in the company of a Caucasian girl, playing with fallen leaves. The soundtrack of the advertisement is America the Beautiful which is sung in English, Arabic, Spanish, French, Hebrew, Hindi and Tagalog. The soundtrack has a hidden meaning; it implies that the United States is a beautiful place because of the cultural diversity of its people.
I totally agree with the Coca-Cola advertisements attempt to promote multiculturalism around the globe and especially in America. Americans should forget about the electioneering period that divided them along cultural, racial and religious backgrounds and embrace diversity. There is a need for Americans to embrace each others cultural, racial, ethnic and religious backgrounds. America is made up of people from different backgrounds. For there to be harmony in the United States, there is a need to ensure that Americans stop treating each other with prejudice on the grounds of race, ethnicity, culture, faith and religion. There is a need to ensure that immigrants and religious minorities are not treated with prejudice. Diversity and inclusivity should be embraced by all Americans.
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