Dear Editor,

I would just like to speak on a burning issue. I find the Saturn commercial to be in poor taste. It is very disrespectful that our flag should be burnt and stomped on for a commercial (computer graphics or not).

However, there are certain tragic truths that we as a people should look at in analysing this situation. In the first instance, we must acknowledge that this commercial could have been produced using just about any flag on earth. Additionally, we must also consider that the commercial could have been made using a fictitious country and it would have yielded the same result. Unfortunately, this is not the case.

I firmly believe that it is no coincidence that this comes closely on the back of the VW commercial, which yielded a lot of attention in international media, particularly because of the contention created thereafter. Therefore, it must be a specific act of disrespect, hoping to bring a lot of attention to Saturn. I, for one, have never heard of the company before this commercial and I am certain that the intended publicity was received. The intention is not to produce a funny commercial; certainly that produces a soothing effect to some. No, the intention is to offend, and by offending, bring about unearned attention.

We can take two approaches, ask for an apology and get on with life when they say sorry - as they probably will without our request in any event (There's the old saying, "It's easier to say sorry than it is to say please"); or alternately, we may take them to court and sue them for use of our intellectual property without our permission. We can bear in mind that the Jamaican flag is our trademark and this has been established through use, whether or not it has been registered.

The doctor is searching for money, he could incorporate this. We should make a statement that this fire will not be a cool breeze behind their tails.

Robert Howell

roberthowelljm@yahoo.com