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.

----------------------------------------

Authors

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



Volume

E - European Advances in Consumer Research Volume 6 | 2003



Share Proceeding

Featured papers

See More

Featured

Understanding the Role of Gifts in Managing Marriage and Family Relations: The Case of the Male Phoenix in China

Jia Cong, Lancaster University, UK
Xin Zhao, Lancaster University, UK
Chihling Liu, Lancaster University, UK

Read More

Featured

Moral Arguments Are Most Persuasive in Changing Attitudes of Opponents of Genetically Modified Foods

Sydney Scott, Washington University, USA
Yoel Inbar, University of Toronto, Canada
Paul Rozin, University of Pennsylvania, USA

Read More

Featured

F13. A Story of Waste: Trust, Symbolic Adoption & Sustainable Disposal

Marwa Gad Mohsen, Babson College, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.