Hallmark Reveals a Big Yellow Stripe Running Down Its Spineless Back
Hallmark Reveals a Big Yellow Stripe Running Down Its Spineless Back
Written By Laurie Higgins   |   12.19.19
Reading Time: 5 minutes

As most breathing people now know, the Hallmark Channel, known for airing movies that families with intact moral compasses can watch with their children, upset its apple cart last week by secretly tossing in a poisoned apple for the kiddies to feast on. The apple came in the form of a commercial for the wedding planning website Zola that depicted a couple standing together at a glittering, Hallmark-worthy wedding altar at which they say their I do’s and then kiss. The poison was the smoochers were two women.

YouTube video

To be clear, I am not arguing that homosexual persons per se are poisonous. I am arguing that a glossy, prettified image of a deeply sinful type of union is poisonous to the minds and hearts of children who are especially vulnerable to propaganda.

Not surprisingly, parents and grandparents with intact moral compasses were shocked and angry. They felt blindsided and betrayed by a channel they had, heretofore, been able to trust. They expressed their anger and disappointment to Hallmark, many via a petition started by One Million Moms, a division of the American Family Association, which asked that Hallmark “reconsider airing commercials with same-sex relationships” and to refrain from adding “LGBTQ movies to the Hallmark Channel.” Hallmark removed the ad, and then the “LGBT” lobby took aim. Somehow, in just two days, those oppressed, silenced, marginalized, persecuted, powerless homosexuals we hear so much about were able to persuade Hallmark that it owes more to them than it does to conservatives.

On Sunday, Hallmark reversed course again and issued a sycophantic apology to men and women who mock the institution that God created to represent Christ and his bride, the church; who engage in erotic acts that the creator of the universe abhors; who indoctrinate children with a perverse sexual ideology; who seek to wash the public square clean of moral cleanliness; and who seek to punish those who hold fast to truth.

In a statement Mike Perry, Hallmark Cards president and CEO, said,

We are truly sorry for the hurt and disappointment this has caused. … We have LGBTQ greeting cards and feature LGBTQ couples in commercials. We have been recognized as one of the Human Rights Campaigns Best Places to Work. … Hallmark will be working with [the Gay and Lesbian Alliance Against Defamation] to better represent the LGBTQ community across our portfolio of brands.

Note, there was no apology to theologically orthodox Christians whose identity is found in Christ and who are striving mightily to protect their children from ideas and images that violate what Scripture teaches.

This is what happens when people without an intact moral compass lead. They are buffeted about by the cultural winds and their own love of money.

After Hallmark (momentarily) pulled the ad, foolish people lost in spiritual darkness said and tweeted dumb stuff.  For example, California governor Gavin Newsome tweeted, “Same-sex marriage is the law of the land. There is no one way to love and be loved.” There is a kernel of truth in his tweet. There is not one way to love and be loved, and some of the ways to love and be loved should not include erotic acts.

Chicago mayor and lesbian Lori Lightfoot tweeted,

The holidays are a time of family, generosity and decency. @hallmarkchannel should reconsider their misguided decision to ban an ad featuring a same-sex couple. Representation is important in all forms of media—even advertising.

Lots of nonsense to unpack.

First, referring to same-sex couples as decent is indecent and, therefore, ironic. While each person in the couple may possess admirable qualities, the erotic aspect of the relationship is intrinsically indecent. Whatever love the partners feel for each other is corrupted by the misuse of their bodies.

Second, commitments to generosity do not require humans to affirm everything that other humans feel, desire, think, and do. In the spirit of generosity, would Lightfoot affirm the feelings and beliefs of theologically orthodox Christians on matters related to sexuality? In the spirit of generosity, would she agree to allowing even one streaming service to decline to show ads or programming that depict images of homoerotic relationships?

Third, Lightfoot does not really mean that all human phenomena or even all types of relationships should be represented in all forms of media. What she means is all phenomena or all types of relationships that she has concluded are morally acceptable should be represented in all forms of media.

The perpetually ignorant Chicago Tribune “lifestyle expert,” Heidi Stevens, wrote,

Movies and commercials are family-friendly when they include all sorts of families and when they acknowledge that love isn’t reserved for straight people.

Does Stevens think that in order for movies and commercials to be family-friendly, they should include polyamorous and polygamous families? What about families where the parents are two brothers who experience Genetic Sexual Attraction?

Stevens really ought to give wide berth to strawmen. No one argues that love is reserved for straight people. Many people, however, believe that sex is not only reserved for male-female relationships, but it can only occur within a male-female relationship, and they also believe that erotic acts should be reserved for only male-female relationships. Further, the source of that belief is not self-serving desire. The source of that belief is God’s holy word. And God’s word is no less legitimate than Steven’s self-originating blather.

Without defining love or proving that “love is love,” homosexual activists and their regressive allies either intentionally or ignorantly fail to distinguish between types of love. Those types are philia love (i.e., friendship), agape love (i.e., the love of God for man and man for God), storge love (i.e., familial love), and erotic love. While Stevens, GLAAD, Gavin Newsome, and all the entertainers squawking about “homophobia” last week may believe that sexual differentiation is irrelevant to erotic love, their views carry no more moral weight than the dissenting views of conservatives. What these oppressors carry is political power that they wield with gleeful abandon to stigmatize and “other” others.

In every society, some group will be oppressed. Some beliefs will be deemed anathema. Some actions will be viewed as immoral and stigmatized. There will never be a time or place when “judgmentalism”—that is, making distinctions about the rightness or wrongness of ideas and acts—will cease. Now, as faith in the one true God wanes in America, increasing numbers of people walk in the counsel of the wicked, stand in the way of sinners, and sit in the seat of scoffers.

Let’s see how Hallmark fares in the next year or so with only the “LGBT” crowd and its allies to support it. Oh wait, Hallmark is going to start offering family-friendly homosexual fare (now there’s an oxymoron if ever I heard one). With assistance from the “LGBT” division of Hallmark Cards, the Hallmark Channel shouldn’t find such brown-nosing too difficult.

Listen to this article read by Laurie:

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Laurie Higgins
Laurie Higgins was the Illinois Family Institute’s Cultural Affairs Writer in the fall of 2008 through early 2023. Prior to working for the IFI, Laurie worked full-time for eight years in Deerfield High School’s writing center in Deerfield, Illinois. Her cultural commentaries have been carried on a number of pro-family websites nationally and internationally, and Laurie has appeared on numerous radio programs across the country. In addition, Laurie has spoken at the Council for National Policy and educational conferences sponsored by the Constitutional Coalition. She has been married to her husband for forty-four years, and they have four grown children...
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