Hanging your ad campaign’s image on the Stars and Stripes may be fading as an effective strategy. That’s the claim of a new Journal of Advertising Research study, which raises questions about “market
patriotism.”
“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.”
The
problem inherent in advertising that incorporates patriotism is that it lacks differentiation, according to the Journal. Patriotism is not effective in a competitive environment when your competitors
are doing it too. Even in an environment in which consumers find patriotism and its symbols appealing the issue “boils down to whether focusing on the desirable characteristics of a company--
including, but not limited to its patriotism-is a better advertising objective than focusing on desirable characteristics of the branded goods or services the company markets.”
The study also
addresses the possible ramifications of appearing to be non-patriotic. Would sales be lost by an ad campaign not focusing on red, white and blue? Probably not. “It seems an unreasonable stretch to
conclude that if an advertiser fails to communicate its own patriotic theme, potential buyers (1) notice the omission, (2) therefore think negatively about the advertiser, and (3) therefore buy from a
competitor. There is simply no credible evidence that buyers are turned away by what is not in a company's advertising.”