TY - JOUR T1 - Observations: ‘Market Patriotism’ – Advertising Dilemma JF - Journal of Advertising Research JO - J Advert Res SP - 67 LP - 69 DO - 10.2501/JAR-42-1-67-69 VL - 42 IS - 1 AU - Betsy D. Gelb Y1 - 2002/01/01 UR - http://www.journalofadvertisingresearch.com/content/42/1/67.abstract N2 - Given the events of September 11, 2001, stating or implying that it is patriotic to purchase from a particular advertiser involves an obvious trade-off. On one hand lurks the possibility of criticism for, in effect, waving the flag for profit. On the other lurks the possibility of criticism for ignoring a patriotic theme at a time when such themes are nearly ubiquitous. Neither, however, may be the relevant issue. If advertising focuses attention on a company's patriotism, it isn't focusing attention on the goods or services that company is advertising. That, it is argued here, is the real trade-off. ER -