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84 Lumber Company Analysis

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“The Full Journey” by 84 Lumber Company The commercial in which I have chosen to analyze was first aired on public television on February 5, 2017 during the fifty-first Super Bowl football game. Due to its controversial message, the full commercial was not allowed for full air on public television. In order to view the advertisement in full, one must have had to visit the website of the advertiser, 84 Lumber Company. The commercial was deemed controversial due to its message sent about the building of a wall along the Mexico/United States boarder, an extremely popular subject in North America’s society today. Because the opinions on this topic are extremely strong, to avoid conflict, 84 Lumber company aired only part of the commercial and …show more content…

By only airing part of the full commercial on television, 84 Lumber Company caught the attention of its viewers. The mysterious commercial left people wondering what the advertisement was truly for. By doing so, 84 Lumber Company was able to draw attention not only to their company and products, but also to the issue of border control and immigration laws; all the while praising America for being a country of freedom and equal opportunities.
The shortened advertisement that aired during Super Bowl fifty-one showed short clips of a young girl and her mother who seem to be of Mexican decent. The two are shown traveling from place to place, with the young child randomly taking pieces of fabric from various objects along the way. The original advertisement ends with the two sitting beside a fire and then the words “Go to Journey84.com to see the full journey” appear onscreen. On the website, the full commercial is available. This time, throughout the video, there are …show more content…

There are hidden reasons within this commercial. Due to the constant issues present in today’s society over the current United States’ president, Donald Trump, the message behind this advertisement was extremely relevant. Donald Trump, from the beginning of his campaign for president, promised the building of a wall along the Mexican border. The wall is believed to be a way to control and reduce the entrance of illegal immigrants into the United States. However, many believe it is a racist and unjust act as America is believed to be the land of equal opportunity and freedom. There are many people in this country that do not believe the building of a wall to keep out immigrants promotes these ideas of America and deem it to be unconstitutional even. How can America be the land of the free with a wall surrounding the borders, keeping others out and us in? The other side of the argument is that illegal immigrants cause problems for the current citizens of the United States. Illegal immigrants often work harder hours for less pay, which is more appealing to employers. Also, undocumented workers do not require health insurance and they are not required to file taxes. This saves the employer of the illegal immigrants a lot of money. Therefore, the idea of hiring illegal immigrants is more appealing. This angers many true citizens of the United States because now there are not enough

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Many people who seen the commercial thought the commercial was supporting illegal immigration and many trump supporters were threatening to boycott the company. The CEO Maggie Hardy Magerko made a public announcement stating “The intent of the Super Bowl commercial ... was to show that 84 Lumber is a company of opportunity,” and she also made it clear that she supports trumps and the wall is “a need,” but “if the President wants to build a wall, then we want to make sure there is a door in that wall — a door that’s open to those who choose to enter to our country legally”. The 84 lumber commercial seemed like it was supporting illegal immigration, but it’s really how you look at it and what you have been through. The door opening could mean many things for example doors opening to those who bring good, new opportunities, and acceptance. 84

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