As the melodious notes of “America the Beautiful” faded from the television speakers during the Super Bowl game, a small uproar could be heard across the United States. The Coca-Cola Company had very clearly made a stand during one of the most-watched events of the year, and it was one over which support was divided. “America the Beautiful” was sung in seven different languages: English, Spanish, Keres, Tagolog, Hindi, Senegalese French and Hebrew. Should America, a country predominated by English speakers, allow a nationally acclaimed song to be sung in other languages? Yes, it absolutely should be allowed, even encouraged. The Coke commercial highlighted one of the best parts of America — its acceptance and appreciation of other cultures.
Typically, commercials do not aim to make a clear stance on an issue, as the Coke commercial did. The Cheerios ad, featuring a biracial family, did not aim to make a point in its advertisement; the uproar following was absolutely unfounded and absurd. The controversy around the Cheerios commercial’s inclusivity is insane, ridiculous and, honestly, stupid. But does the Coke commercial pose a problem to the people of America?
The United States of America: the country founded on inclusivity, the “melting pot” of the world. A conglomeration of states that prided itself on accepting any people, of any race, of any country. Granted, there have been problems throughout the years. America, like all countries, has not escaped its creation without bloodstains, such as the horrible treatment of Native Americans. In the past century, things have begun to look up for all. Yet, for some reason, as America becomes more progressive and accepting, there is a section of citizens that remain xenophobic.
America has no national language. Therefore, there is no problem with “America the Beautiful” being sung in a variety of different languages. Yes, usually English is the language heard throughout the country, but should America isolate itself to only English speakers? The same country that once embraced a variety of people with open arms? America has always been a country of many languages, only becoming isolated to English in the past century.
The Colorado Constitution, for example, was originally written in English, Spanish and German. One of America’s official mottos is “E pluribus unum,” which means “out of many, one.” This means out of the many people in America, there comes one united country — not one language, that very clearly excludes those who may not actually speak English. Those who see this commercial as offensive have clearly forgotten the building blocks of American history.
The problem with the Coke commercial lies not in the message, but rather the advertising manipulation present. This ad was not about how delicious Coke is, or how people prefer Coke to Pepsi. Rather, it was a commercial that tugged at heartstrings, that used emotion to attempt to sway viewers to drink their beverage. Similarities in the method of marketing are also found in the Chrysler commercial that proclaimed “What is more American than America?” What does that have to do with cars? But these problems with emotional manipulation lie more with the companies.
Offense and shame should not be emotions that come out of the Coke commercial, rather pride and love. America the beautiful is going to change and evolve as a nation — as we watch and after we have perished. Fear of what you do not know should not hold anyone back. America is a country built on the beauty of difference, and by allowing different cultures and languages access, we ensure that these differences will not become scarce.
