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Sports In A Woman's Word

Weekend tickets are on sale now for the 2018 ESSENCE Festival! Click the link below to purchase. For more information visit ESSENCEFestival.com

Dodge’s Martin Luther King Commercial for Super Bowl 52 stirs controversy

On February 3, 2017 Super Bowl 52 kicked off. As always there was a plethora of extravagant commercials lined up in between plays. One commercial that sparked controversy was the Dodge Ram’s Commercial that included an excerpt from a Martin Luther King Jr’s 1968 speech entitled “Drum Major Instinct”. Dr. King’s quote “built to serve” and critics are not happy about it at all. Otis Sanford with Commercial Appeal Magazine exclaims “Why would an automaker with its main headquarters in London, use the solemn words of Dr. King Jr’s. Last sermon in a Super Bowl commercial to shamelessly sell Ram trucks?” All in all, its seems as though it has been forgotten that commercials have the ability to have multiple purposes and multiple meanings., While it is a fact that the commercial was displayed with the intention to convince viewers to purchase a Ram, it is also possible that the owners, Fiat, decided to remind others to remember the words of Dr. King and continue to humble themselves by serving others. It is also possible that company wanted to pay respect to Dr. King and this inspiring speech, on that day which happened to be the 50th anniversary of that speech. Yes, Dr. King was a prolific orator and his words should not be misrepresented by any means but, Kiat using that excerpt does not negate, the fact that because the commercial was broadcasted during the Super Bowl, millions of people had the opportunity to hear Dr. King’s powerful speech for the first time and several others had to the opportunity to be reminded of the validity of that speech even in this generation.