Observations: ‘Market Patriotism’ – Advertising Dilemma
研究了9·11事件后广告中使用爱国主义主题的困境：既可能被批评为利用爱国谋利，也可能因忽略爱国主题而受指责，但真正的权衡在于广告关注爱国而非产品本身。
<h3>ABSTRACT</h3> 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 company9s patriotism, it isn9t focusing attention on the goods or services that company is advertising. That, it is argued here, is the real trade-off.