Final answer:
Jewel Food Stores argued that its advertisement in Sports Illustrated was noncommercial speech because it did not directly promote a product or service, but aimed to raise awareness about an important cause.
Step-by-step explanation:
Jewel Food Stores argued that its advertisement in the commemorative issue of Sports Illustrated was noncommercial speech because it did not directly promote a product or service. While the advertisement may have contained factual information about the company, its primary purpose was to raise awareness about an important cause. Noncommercial speech refers to speech that is not primarily intended to promote a business or commercial transaction, but rather to express a viewpoint or raise awareness about a specific issue.