RT Journal Article
SR Electronic
T1 Observations: ‘Market Patriotism’ – Advertising Dilemma
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 67
OP 69
DO 10.2501/JAR-42-1-67-69
VO 42
IS 1
A1 Gelb, Betsy D.
YR 2002
UL http://www.journalofadvertisingresearch.com/content/42/1/67.abstract
AB 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.