(CBS) — A billboard ad for a gun parts maker is taking a lot of heat tonight in Chicago.

CBS 2’s Pamela Jones reports some call it offensive, others call it freedom of speech.

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The sign sits off busy Interstate 55, west of Harlem Avenue. It pairs a rifle with what some say are “pure American” symbols like baseball and Apple pie.

The message is drawing fire from community activists like Father Michael Pfleger.

It’s part of a campaign launched in January by firearm parts manufacturer Slide Fire.

Its “pure American” company slogan can be seen by drivers headed into Chicago. Pfleger says it’s inappropriate.

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“Is this really how our country wants to be seen as our way of life?” he says.

But Andre Queen of Fidelity Investigative Training Academy has a different opinion.

“I like the sign. When I saw it, it gave me kind of a rush of American pride,” he says.

Queen trains security officers, police and handgun owners.

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Lamar Advertising and Slide Fire could not be reached for comment.