Emergent Advertising Appeals in the Weeks After September 11, 2001

ABSTRACT - In the days following September 11, 2001 advertisers appeared to be confused. At the same time some were scrambling to remove their advertising from the media, others were placing advertising. This paper examines the advertising that directly or indirectly reflects the horrific events of 9/11/01. Our analysis of the advertising shows that four categories of advertising appeals emerged that suggest a picture of evolving attitudes and motives. The four types are: (1) condolence, (2) informational, (3) inspirational, and (4) commercial. We discuss the use of patriotic icons and the possible meanings of the advertising. In addition, motivations behind this advertiser behavior are discussed using social psychology theory.



Citation:

Charles A. McMellon and Mary Long (2003) ,"Emergent Advertising Appeals in the Weeks After September 11, 2001", in E - European Advances in Consumer Research Volume 6, eds. Darach Turley and Stephen Brown, Provo, UT : Association for Consumer Research, Pages: 127.

European Advances in Consumer Research Volume 6, 2003      Page 127

EMERGENT ADVERTISING APPEALS IN THE WEEKS AFTER SEPTEMBER 11, 2001

Charles A. McMellon, Hofstra University, USA

Mary Long, Pace University, USA

ABSTRACT -

In the days following September 11, 2001 advertisers appeared to be confused. At the same time some were scrambling to remove their advertising from the media, others were placing advertising. This paper examines the advertising that directly or indirectly reflects the horrific events of 9/11/01. Our analysis of the advertising shows that four categories of advertising appeals emerged that suggest a picture of evolving attitudes and motives. The four types are: (1) condolence, (2) informational, (3) inspirational, and (4) commercial. We discuss the use of patriotic icons and the possible meanings of the advertising. In addition, motivations behind this advertiser behavior are discussed using social psychology theory.

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Authors

Charles A. McMellon, Hofstra University, USA
Mary Long, Pace University, USA



Volume

E - European Advances in Consumer Research Volume 6 | 2003



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