Patriotic Ads Stir Some Controversy
Oct. 19 -- Keep America Strong. Keep America Rolling. United We Stand. Such are the catch phrases that the advertising world has latched on to in the aftermath of the attacks of Sept. 11.
With everyone from President Bush to New York City Mayor Rudolph Giuliani urging the country to get back to normal, companies like New York Sports Clubs and Ford have been using patriotic messages to try to get the wheels of capitalism rolling again.
But for media watchers, the amber waves of patriotism that have swept over advertising have stirred up some controversy. While some argue that companies are just doing their part to help the economy out of its funk, others say using patriotism to sell products so soon after a national tragedy is in poor taste.
"It's an emotional time for everyone and advertisers — like everyone else — want to do something and reach out this way," says Bob Garfield of Advertising Age. "That's fine, but when you start exploiting the situation to promote your brand, it becomes gross opportunism."
Zero Financing, Zero Profits
Recent ad campaigns have done everything from the big three automakers' Chrysler, Ford and General Motors' offers of special zero percent financing on automobiles to American Express' call to support businesses in downtown Manhattan. Others, like AT&T Wireless' billboard proclaiming, "You Do Us Proud New York, New York" over an apple-shaped American flag, simply offer words of encouragement.
The Big Three campaigns have drawn particular attention from critics like Garfield, who scoff at the notion of using patriotism to sell cars. Ford is using the tagline "Ford Drives America" while General Motors is urging consumers to "Keep America Rolling."
"I have no problem with sales or deals, but to suggest that buying an automobile is patriotic or something close to duty is contemptible," says Garfield.
Automakers argue that their campaigns are in response to Bush's call for the nation to return to normal.
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