A Jack Daniel’s billboard at the corner of 37th Avenue and 48th Street in Queens (New York), not far from my apartment. In English, it reads:
Without borders, but with limits.
Drink Responsibly.
Drink Responsibly.
We’re all Americans.
In a clumsy attempt to appeal to pro-immigration sentiment among local Latinos, this advertisement ends up conveying a sinister message: “the brotherhood of capital is open to all,” it seems to say, “so long as you imbibe our mind-numbing poison.” Yuck!
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We get lots of those type of ads here in LA as well, usually for some crap product with an equally banal tagline/motivator. But trying to tap into the desire to acculturate, as in “drink JD and you are part of the club”, that’s particularly sinister!