Unabogie
Philosopher
What are they supposed to use black hands in the commercial? Would the commercial make much sense if they used black hands?
The policy created an uneven playing field when applying for jobs. In many cases it took jobs that would have went to white candidates and gave them to minorities. Some people disagree with those policies. That's not a racist position to be against those policies...... and it would be incredibly stupid and make absolutely no sense to use black hands in that commercial. Not like it matters, but I would disagree with the position of the commercial.
I'm going to take what you've said a little more seriously in the hopes that you can at least see why other people saw racism in that ad and almost universally condemn it as racist to this day.
First of all, you have to go back to the time the ad aired and who was airing it. Jesse Helms had a long history of racism. He had created an ad in the 1950s for another candidate that read:
"White people, wake up before it is too late. Do you want Negroes working beside you, your wife and your daughters, in your mills and factories? Frank Graham favors mingling of the races."
Fast forward 40 years, and here he is again, somehow outraged that "blacks", who certainly weren't getting ahead in South Carolina for being black, were somehow stealing jobs from more qualified white folks and that Harvey Gantt, who was black, was supportive of this. The not so subtle message being that black politicians favor policies of stealing from whites to give to undeserving, lazy minorities.
The thing is, they're still making this same argument today when Newt Gingrich calls Obama the "food stamp president" and when Limbaugh says Obama's policies are "reparations". They're making the same appeal Helms made in 1950 when he asked white people to "wake up". Helms was stoking fear - fear of black people stealing from whites - to win elections. He was basing his ad off of something that wasn't happening; no one seriously believes that being white wasn't an enormous advantage in America and especially the South. Affirmative Action doesn't create an unlevel playing field. The field was unlevel since the 1600s and whites were always given preference. So his ad was a lie. And this racist imagery helped him win in a state with a history of racism against a black challenger who was at that point beating him in the polls.
For most observers, the racism was obvious and still is. It pits whites against blacks and us versus them. It didn't happen in a vacuum since everyone watching knew who Jesse Helms was and what his history was. They understood what he meant when he said "they gave your job to a minority".
I sort of doubt you'll see the truth in this, but maybe others reading this may.