Patriotic Ads Stir Some Controversy
Oct. 19, 2001 -- 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.
And with zero percent financing, they're not exactly making a killing on the deal. Indeed, Ford blamed increased incentives for consumers as one of the reasons behind its third quarter loss. Further, General Motors extending its zero percent financing offer to Nov. 18 could pressure Ford and Chrysler to follow suit, making profits at the automakers even more elusive.
"We're not making tons of money on this," says Ford's global marketing communications manager Paige Johnson. "We're doing that in order to help consumer confidence and help the economy."
Delicate Balance
Other advertisers note that their campaigns have come alongside fund-raising drives to help the country recover from the attacks. New York Sports Clubs "Keep America Strong" ad also came with an offer to join the club at a reduced $50 initiation fee, half of which went to the American Red Cross. The gym, which usually charges an initiation fee anywhere from $150 to $200, saw more than 10,000 new members sign up during the one-day drive.
Bob Giardina, president of Town Sports International, which owns the health clubs, admits that deciding to use a patriotic theme in its advertising was a delicate balance, but combining the campaign with the charity event ultimately made the company decide to go through with the plan.
"We didn't want anyone to feel like we were taking advantage of the situation," says Giardina.
"It's was an opportunity to come in at a reduced rate and a good reason to do something for themselves and for a good cause," he adds.
Zeitgeist of the Nation
Though all of this touchy-feely pro-American sentiment in the name of sales and promotion of one's charitable efforts strikes some, like Garfield, as a little too self-congratulatory, others note that advertising is usually the first medium to jump on national trends. Only in this case, the trend is patriotism.
"Whenever you've got everybody focused on one event or one new cultural and social phenomenon, it is also inevitable that Madison Avenue would focus on it," says Robert Thompson, director of Center for the Study of Popular Television at Syracuse University.
Thompson says under normal circumstances, many of the current ads flaunting patriotic themes might seem distasteful to many viewers. But the attacks on America by an external enemy that is highly critical of the country's culture has almost made it OK for companies to re-affirm and encourage the nation's consumerism. Americans are going to get back to business, and that means buying cars and cell phones.
"We're given permission to go ahead and go back to business as usual, and that means to go ahead and talk about this to sell products," says Thompson. "In normal circumstances that would really make my skin crawl. But in this case they've been given a pass."