A cultural shift reflected in ads: How to make patriotism cool ... and profitable

October 9, 2001 8:23 AM

A cultural shift reflected in ads: How to make patriotism cool ... and profitable For example, General Motors commercials tell consumers that its zero-interest financing is helping to “Keep America Rolling.” In Ford Motor Co.’s “Ford drives America” ads for interest-free financing, the car company insists the “spirit is alive.” I've been very skeptical to all of the 'a portion of the profits will be donated...' come-ons of late. This addresses similar issues. What do y'all think?
posted by tippiedog (24 comments total)

I think these commercials are sickening. I saw the GM commercial and truly felt I would throw up. They can bet I won't be buying anything soon from them. "Be patriotic, spend your money with us!" Who are the idiots that think such an appeal will actually work?
posted by nofundy at 8:29 AM on October 9, 2001

yeah, but at the same time I'm smacking myself in the head for buying a car 3 months ago. if only we'd waited!
posted by epersonae at 8:38 AM on October 9, 2001

MUST...BUY...GM...CAR!!!

USA...USA!!!!
posted by byort at 8:38 AM on October 9, 2001

I agree that it's shitty. But pretty much nothing could make me want a GM less, so go ahead, boys!

Although I was happy to learn they won't be making FireChickens any more.
posted by Kafkaesque at 8:46 AM on October 9, 2001

This is not a "portion of the profits will be donated..." type offer -- it is a direct and potentially huge discount offered direct to the consumer. The fact of it is that they wouldn't be making the offer if it hadn't been for the attacks, so I don't see the problem with advertising that fact. The interest on a $20,000 purchase over 3, 4, or 5 years really adds up to a lot of money. If you don't want it, don't take it... but I see no reason to poke a stick in the eye of the guy that offered it to you.
posted by spilon at 8:49 AM on October 9, 2001

I think these ads and claims of "a portion of the proceeds..." have jumped the shark in my mind. But I recently saw a billboard that I really appreciated and respected; it was a fluttering American flag, with no corporate name or sponsor given. Now, that's cool.
posted by msacheson at 8:56 AM on October 9, 2001

So, what exactly is wrong with them offering massive discounts to people in the US who have been finincially hurt by the terrorist attacks?

Like it or not, but people make money selling things. And if you're angry at GM for doing that, then I wonder how you must feel about those "evil" supermarkets that dare to sell us food in this time of crisis.

Like it or not, this is a capitalist society. Goods/services are sold as part of the deal. And in the case of GM, they are actually giving consumers a very decent deal.

They would be more reprehensible if they raised prices in the middle of this. Like those asshole gas-station owners who raised gas prices to take advantage of the panic of the 9/11 stuff.
posted by RoyalJack at 9:02 AM on October 9, 2001

I just like the opportunity to talk about how crappy GMs are. Is that so wrong?
posted by Kafkaesque at 9:12 AM on October 9, 2001

What Dr Johnson said.
posted by holgate at 9:15 AM on October 9, 2001

I too am skeptical. who is keeping track of whether or not the percentages of the proceeds go to the Red Cross or other advertized charities?
posted by redhead at 9:19 AM on October 9, 2001

I don't know if the gas station owners were viciously taking advantage... from what I heard, a lot of people heard there was a terrorist attack on the WTC and thought almost immediately "MUST GET GAS NOW" for whatever reason (those damn Arabs, probably). The demand skyrocketed. I don't have to explain to you why this would increase the price, do I?
posted by dagnyscott at 9:21 AM on October 9, 2001

I don't know if the gas station owners were viciously taking advantage... from what I heard, a lot of people heard there was a terrorist attack on the WTC and thought almost immediately "MUST GET GAS NOW" for whatever reason (those damn Arabs, probably). The demand skyrocketed. I don't have to explain to you why this would increase the price, do I?

Dagnyscott: The demand for bottled water in NYC skyrocketted and you know what? The price was still the same. Same with food. Heck, there was a big run on candles here for memorial services, but the prices were still the same. Why? Because if supply is short and demand is high, prices go up. If supply is steady--like the case with gas--and prices go up, that is gouging.

There was no shortage of gas. And some stations were charging up to $5-%7 per gallon. Indeed taking advantage of the situation.
posted by RoyalJack at 9:29 AM on October 9, 2001

Well . . . what the hell are they supposed to do? Ignore recent events? Churn out a bunch of light-hearted, head-in-the-sand ads? Stop advertising altogether? Why is it that we as Good Citizens become insta-patriots by spending some dough to "support the economy," corporations are vilified for trying to sell same?

Look, I'm not by any stretch a cheerleader for thudding corporate might, but Christ almighty. They do have to sell things to survive, after all.
posted by Skot at 9:46 AM on October 9, 2001

Could someone please explain to me why so many people in this thread appear to be actually pissed off that GM and Ford are trying to move merchandise and stay in business?

(Reminder: US = capitalist society. Not that there's anything wrong with that.)

Moreover, who the f*ck said the car companies' current offers make any sort of 'a portion of proceeds will be donated to...' claims? They don't. They're just offers of financial incentives to paying customers. Period.

(Re-read reminder above.)
posted by verdezza at 10:46 AM on October 9, 2001

There was no shortage of gas.

There sure as hell would have been if everyone thought they needed to hoard it. Which was the point. $5-a-gallon gas means, "buy your gas somewhere else."
posted by kindall at 10:51 AM on October 9, 2001

Could someone please explain to me why so many people in this thread appear to be actually pissed off that GM and Ford are trying to move merchandise and stay in business?

I don't think anyone is saying that.

I think that some people, myself included, find the exploitation of the WTC tragedy to sell things to be offensive and in poor taste. The GM ads are about as subtle as a kick to the groin, not that I would ever one of GM's POSmobiles anyway.
posted by zeb vance at 11:26 AM on October 9, 2001

The question, well what are they gonna do ignore it? is a good one, but they don't have to do it so badly. For example the Wranglers ad that uses "Fortunate Son", but you know, takes a couple lines way out of context of the song...to sell jeans. It's very insulting. It's like Reagan using "Born in the USA" as a campaign theme, like we don't know what the song is really about.
posted by chrismc at 12:10 PM on October 9, 2001

Advertising feeds back, distorts and co-pts the cultural zeitgeist: a down-at-his-luck guy at the side of the road says "Brother can you spare [whatever percentage of your paycheck]?," nodding in sympathy at a hologram of the attacks. Looking back, you see the telltale replicant glint in his eye. If he has what you need, you buy anyway. When buying becomes the need, part of you becomes a replicant too.
posted by aflakete at 12:11 PM on October 9, 2001

My favorite is "Every time you use your Discover card, we'll make a donation to the blah blah blah fund, until we reach our goal of $5 million." It's great that they're donating the money, but let's not pretend that I have anything to do with it. They're giving that money no matter what. They're using the tragedy to get me to use their card. Pure and simple.
posted by jpoulos at 2:20 PM on October 9, 2001

well, what about commercials or events that you do like? the at&t one with the street & city names in blue on a white background, and the tag at the end "the power to unite is stronger than the power to divide" gets me every time. and i never thought i'd say i liked an at&t commercial.
posted by sugarfish at 3:55 PM on October 9, 2001

Wait wait wait wait wait... what's wrong with advertising?

For those of you who think the car companies' campaigns exploit the WTC tragedy -- and I don't; I think they're capitalizing on the patriotism that has swept the country in response to the terrorist attacks, which is not the same thing -- what would you suggest they run instead?

Sorry, but I'm just tired of all the finger-pointing that people on here do without giving realistic, effective alternative solutions.

The bottom line is, they're offering consumers a good deal (assuming you're already interested in their merchandise, which is a whole other thread).

Now, I can't wait for fold_and_mutilate to come along and call me a "greed apologist"...
posted by verdezza at 5:33 PM on October 9, 2001

I was forced to buy a new car a week and a half ago after someone ran a red light and totally my vehicle, which was a Saturn - made by GM, although way off in Tenn. -- and it did exactly what it was supposed to do in an accident when someone plows into you at 60 mph or so, and you're going 5 to 10 - stuff flew off all over creation, but didn't fly at me, thus saving my ass. I bought a Mazda (won't say which one) afterward. Nothing against Saturn, but liked the price, the dealer locale, blah blah. (Did you know Mazda's owned by Ford?) But I'm thankful I had a decently made car.

In any case, it was made plain to me whilst, to borrow a word from Tony Blair, car shopping that dealers are sucking canal water right now. It's about as bad as it ever has been. Many salesmen, though not all, are horribly pushy anyway. I think it's clear that such pushiness is part of auto sales culture in general. So if dealers not doing well, what do you expect? Subtlety? A "pretty please?"

Oh, the day after the end of my car-shopping, the alarm came on to "Car Talk," which the hosts advising a caller to never believe a word car sales people say. Heh.
posted by raysmj at 12:07 AM on October 10, 2001

SugarFish made the point very well. AT&T did a tasteful commercial recognizing both the tragedy and their company. No repulsive "be patriotic and buy our product" bullshit like GM did. Nothing wrong with advertising your product, nothing wrong with recognizing the tragedy. Very wrong to promote your product as some sort of patriotic act if you buy it. I don't know about the rest of you but my patriotism and my flag are not something I want to see cheapened by GM or Rush Limbaugh.
posted by nofundy at 6:09 AM on October 10, 2001

nofundy: Nobody's stopped calling. In fact, they called even more after the tragedy. They called and called and called. I don't like *having* to have a car any more than anyone here, probably less, but, y'know, there's no alternative employment in the transportation sales area at the moment.
posted by raysmj at 7:19 AM on October 10, 2001