"WE ARE ELLIS ISLAND“. This bold proclamation is put forth in an ad appearting in The New York Times Style Magazine (16 Sep 07). It is a 2-page, color ad. On the page to the left are two rows of 5 small photos each, all males (with the exception of one female) of various ages, sitting stylishly in what seem to be abandoned rooms – at Ellis Island? Above the first row of photos is the following text: "Ellis Island. Where the World Came together and American style began.“ Between the two rows of photos, in much larger, red letters, we read: "WE ARE ELLIS ISLAND“.Below the second row of photos, in smaller font size similar the first line of text: "Share your story www.wearellisisland.org Save Ellis Island“. Toward the bottom of the page in red letters over a white tracing of the Statue of Liberty: "Sponsored by Arrow - Authentic Apparel Since 1851.“
On the opposite page is a photo from the waist up of a beautiful young female, her waves of brunette hair cascading down to caress her firm breasts. She is wearing a white tank-top and a dark vest, revealing her shoulders and a bit of cleavage. On her shirt is a torso-sized patch with "Share your story – Save Ellis Island“ on it in weathered blue and red letters. The expression on her face is earnest, caring and, of course „come hither.“ To the reader’s right of the beauty’s head is text: "I see Ellis Island as a living symbol. More than a place – far greater than a monument – It’s the collective heritage of the American Dream. "The American“ and "Dream“ are much larger-sized letters than the preceding text. In smaller letters in the bottom right corner: "Katharine McPhee wears Arrow Apparel in proud support of Save Ellis Island.
Ellis Island, the site where millions of destitute, battered and desparing people entered the United States was anything but beautiful. People wrenched from familiar, if oppressive, lives were dumped into a brave new world, generally penniless, language-less, resource-less. To then make this historical site a groovy fashion accessory seems to trivialize the reality of Ellis Island. Arrow Shirts, with their iconic white-bread, middle class white fellow, would seem to be anathema to what Ellis Island was.
So, what, exactly, is the American Dream the ad alludes to? Does it contain anything more than exhortations to consumerism? Whose dream is it anyway?