Space/Territory Needs: Nation
People have a sense of territoriality, a possessive relationship to the space around them from the neighborhood to the nation and nature. When modern nationalism emerged in Europe, ethnic groups started to put more emphasis on the artificial boundaries created. These boundaries have changed often since then, but the idea of nationalism has remained. Nations use symbols (flags, colors), songs (anthems, marches), slogans, and ceremonies - to indoctrinate their citizens, to bond their people, to instill a love of country. Such patriotism is most intense during war, or a crisis with an external enemy. In the United States, exploiting patriotic sentiments is called "flag waving." (After the Civil War, Republican politicians in the North would "wave the bloody flag" at every election bringing up the role of the Democrats of the South.) Commercial ads usually do less flag-waving than politicians and "cause groups" do. During WW2, nearly all companies ran support-the-troops ads, blatantly linking their product with aiding the popular war effort. But, the Viet Nam war stirred up great divisions within the country. By the time of the Gulf War (1991), many ads were being criticized for being opportunist when they sought to link patriotism with their products. But, the 9/11/01 attacks stimulated a huge outburst of nationalism/ Many national products use a low key patriotic
identification (Chevrolet, "The Heartbeat of America";
Sears,"Where America Shops"). Of special interest are
those multi-national corporations (Toyota) which have many Americana
ads. Some observers feel that ads hit a new low in the 2006
Silverado ads: "Consumers are used to General Motors wrapping
itself in the flag, having been variously urged to “Keep America
Rolling” for “An American Revolution” and to listen to
“The Heartbeat of America.” But this new version of patriotism
took on a more desperate air, all but setting the flag on fire to honor
it." Local stores (especially, used car lots) often use huge American flags as visual attention-getters -- and to evade local zoning regulations against commercial signs. Audience-centered ads try to associate the product with pleasant emotional feelings of "good things" already liked by the intended audience. Such feel- good ads are often not logical or true, but can be very effective.
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Key Words:allegiance Back to: Audience-Centered Claims
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