Academic literature on the topic 'Patriotism in advertising'

Drawing on rhetorical and pragmatic (Relevance Theory) approaches to emotions, this article examines claims of cultural and patriotic identity in British tea websites as examples of emotional rhetoric. I hypothesise that such claims operate as persuasive strategies designed to elicit empathy towards the product in potential consumers and ultimately to persuade them to identify with it. Results indicate that cultural identity in the form of patriotism, understood as social identity, collective memory and a feeling of belonging to or pride in one’s country, can fulfil a threefold creative effect: at a rhetorical level, it contributes to the design of a stylistically pleasing text; at an informative level, it introduces an unexpected or foreign element into the advertisement; and at a pragmatic level, it involves potential addressees in the recovery of a message that can be tailored to suit their specific individual experiences.

Advertising frequently provokes pathos and elicits emotional reactions (e.g. fear, patriotism, guilt, pity, joy, satisfaction, etc.) to get what it wants. Considering the rhetorical ability and the proliferation of advertisements in the contemporary Western societies, this article analyzes these omnipresent, seductive and affective discourses. Following a theoretical and reflexive approach, the objective is to argue and understand the power of rhetoric developing seduction and provoking affections in advertising strategies.

Abstract Purpose of the article The issue of creating advertising that is culturally congruent has been considered to be very important to experts dedicated to the field in the past years. Culture is an important internal factor of customer behavior that needs to be fully considered if the advertising campaigns aim to address its target audience effectively. The goal of this article is to contribute to existing knowledge in the area of culturally congruent advertising. More specifically, to find out what advertising appeals are preferred in Slovak television advertising. Methodology/methods Main scientific method of the present research was conceptual content analysis. The results are based on the sample of 133 TV commercials broadcasted in Slovak televisions during the 2012 in selected four segments (beer, financial services, periodicals and non-alcoholic beverages). Scientific aim Aim of this contribution is the introduction of preferences and frequency of usage of advertising appeals used in Slovak television advertising. Subsequenty, the exploration of the links between the selection of advertising appeals and cultural dimensions of Slovaks are analyzed. Findings The largest representation in analyzed television commercials in all examined segments has the appeal to relaxation.), followed by the appeal of suitable, then the appeal of saving, the appeal to patriotism, the appeal of natural and the appeal to affiliation. In the surveyed segments the preferences of individual advertising appeals are somehow different and reflect existing influence of product category on creative strategy. The findings show the positive relation between selection of advertising appeals and Slovak cultural dimensions. Conclusions The preset contribution shows the importance of studying cultural aspects of advertising and applying findings to the field of advertising. Some limitations of the study are stated and recommendations for further research are added at the end of the article.

ABSTRACT: Some symbolic illustrated advertising may remind one of emblems. It is certainly visual culture, but it is also an aspect of emblematics in the material culture. I write from a European perspective, drawing largely on European and American publications. The AIDA formula well sums up the purposes of commercial advertising, and is said to consist of attracting Attention, arousing Interest, creating Desire, and motivating Action. In commercial advertising the desired action is the sale of a product or service. This calls for strategies of persuasion, which can be described rhetorically or thematically. I prefer the thematic approach, and have decided that least following strategies will be discovered: recognition and surprise, riddle and puzzle, wit and humour, patriotism, famous persons, myth, ethnicity, Bible and Christian tradition, and nature, environment and ecology. These are not listed hierarchically and a given ad may employ several of these strategies. KEYWORDS: Emblems; Advertising; Advertising Strategies. RESUMEN: Ciertos ejemplos de la publicidad ilustrada simbólica nos hacen pensar en la emblemática. Sin duda se trata de la cultura visual, pero constituye al mismo tiempo un aspecto de la emblemática en la cultura material. Mi perspectiva es europea, y los ejemplos aducidos se originan principalmente en publicaciones europeas y norteamericanas. La llamada fórmula AIDA resume muy bien los propósitos de la publicidad comercial, y consiste en llamar la Atención, suscitar el Interés, crear el Deseo y motivar la Acción. En la publicidad comercial la acción deseada es la venta de un producto o servicio. Esto requiere estrategias de la persuasión, las cuales pueden ser descritas retórica o temáticamente. Prefiero un acercamiento temático y concluyo que las siguientes estrategias se revelarán: reconocimiento y sorpresa, adivinanza y enigma, ingenio y humorismo, patriotismo, personas famosas, mito, etnicidad, Biblia y la tradición cristiana, así como naturaleza, medio ambiente y ecología. Esta lista no pretende ser jerárquica y un anuncio publicitario puede utilizar varias de estas estrategias. PALABRAS CLAVES: Emblemas; publicidad; estrategias de la publicidad.

This study uses a two-stage telephone survey method, involving a stratified random sample(n= 248) of American adults (18+), to examine the implications of audience demographics, personal values, lifestyle, and interests to sport marketing and media, in the context of the 1996 Summer Olympic Games. Three hypotheses were tested using stepwise multiple regression and independent group t-test analyses and all received at least partial support. Male respondents' levels of interest in the Olympic Games were significantly related to their patriotic values and lifestyle. Those most interested in this event reported significantly higher levels of patriotism and religiosity than those less interested; likewise, the high event interest group reported enjoying advertising at a significantly greater level than their low event interest counterparts. Demographics, lifestyle, and event interest levels significantly influenced total amount of exposure to the event telecast.

Thesis (MPhil)--Stellenbosch University, 2013.
ENGLISH ABSTRACT: In this study patriotism as a persuasive mechanism in persuasive texts was described. The establishment of the construct and the extensive analysis thereof in 20 texts was the primary goal of the study. For the analysis of the phenomenon an analytical model was developed. A pilot study to determine the usefulness of questionnaire methodology for a reader-focused assessment of the effectiveness of these texts was also done. The goal of the pilot study was to determine, among other things, whether readers’ age and population group may in any way play a role in the effectiveness of patriotic advertisements. Since the literature concerning patriotism as a persuasive tool is very limited, patriotism as a persuasive tool was conceptualized by examining two constructs, namely patriotism as political concept and persuasion. After the above conceptualization, a theoretical model for the application of patriotism as a persuasive tool was developed. This theoretical model assumes that patriotism embodies two forms in persuasive texts, namely verbal and non-verbal. The verbal forms of patriotism include content (thematic), word choice and verbal rhetorical devices, while graphic rhetorical devices fall within the non-verbal form. The theoretical model was applied to twenty patriotic advertisements to determine the extent to which patriotism can be used as a persuasive tool. Three of these advertisements were selected for a reader-oriented investigation (which was mainly quantitative through the use of a questionnaire), since only a limited number of respondents completed the comments section in the questionnaire. Respondents from the white and coloured population groups were chosen for the reader-oriented investigation. Their ages were divided into two groups, namely 35 years and younger and 36 years and older. In the three selected advertisements patriotism was utilised in different degrees, namely strikingly positive, subtle and negative. During the reader-oriented investigation respondents' levels of patriotism and their attitudes toward the communication of patriotism were tested before they studied the advertisements. Respondents’ levels of patriotism were again tested after they studied the advertisements. The purpose of this was to determine whether the advertisement had any influence on the respondent's patriotism. Furthermore, the questionnaire tested respondents' degree of persuasion, attention and appreciation toward each advertisement through quantitative research. The results indicate that age and population group do not play a role in respondents' levels of patriotism and communication thereof, but that there were strong differences between population groups regarding the manner in which the advertiser refers to patriotism. One of the main findings was that the coloured population group was not in favour of the negative way that one of the advertisements referred to patriotism, while white respondents’ scores were more or less homogeneous towards all three advertisements.
AFRIKAANSE OPSOMMING: In hierdie studie is patriotisme as oorredingsmeganisme in oorredende tekste beskryf. Die vestiging van patriotisme as konstruk en die uitgebreide analise daarvan in 20 tekste was die primêre doel van die studie. Met die oog op die analise van die verskynsel is ’n analise-model ontwikkel. Daar is ook ’n verkennende studie uitgevoer na die aanwending van vraelysmetodologie vir die lesergerigte toetsing van die effektiwiteit van hierdie tekste. Die verkennende ondersoek wou onder andere bepaal of ouderdom en bevolkingsgroep enigsins ’n rol speel in die effektiwiteit van patriotiese advertensies. Aangesien die oor patriotisme as oorredingsmeganisme uiters beperk is, is patriotisme as oorredingsmeganisme gekonseptualiseer deur die bespreking op twee punte te fokus, naamlik patriotisme as politieke konsep en oorreding. Na afloop van die bogenoemde konseptualisering is ’n analise-model vir die aanwending van patriotisme as oorredingsmeganisme ontwikkel. Hierdie model veronderstel dat patriotisme verbale en nie-verbale verskyningsvorme in die oorredende teks het. Die verbale verskyningsvorme van patriotisme sluit inhoud (tematiek), woordkeuse en verbale retoriese middele in, terwyl patriotisme nie-verbaal oorgedra word in grafiese retoriese middele. Die teoretiese model is op twintig “patriotiese” advertensies toegepas om te bepaal tot watter mate patriotisme as oorredingsmeganisme aangewend word. Drie van hierdie advertensies is vir ’n lesergerigte ondersoek gekies, wat hoofsaaklik kwantitatief is, aangesien slegs ’n beperkte hoeveelheid respondente die kommentaar-afdeling in die vraelys ingevul het.Respondente uit die wit en bruin bevolkingsgroepe is vir die lesergerigte ondersoek gekies. Hulle ouderdomme is in twee groepe verdeel, naamlik 35 jaar en jonger en ouer as 35 jaar. In die drie advertensies wat gekies is, word patriotisme in verskillende grade aangewend, naamlik opvallend positief, subtiel en negatief. Die lesergerigte ondersoek het geskied met behulp van ’n vraelys. Tydens die lesergerigte ondersoek is respondente se vlakke van patriotisme en houdings oor die kommunikasie daarvan getoets voordat hulle die advertensies bestudeer het, waarna hulle patriotisme weer na elke advertensie getoets is. Die doel hiervan was om te bepaal of die advertensie ’n invloed op die respondent se patriotisme het. Verder het die vraelys respondente se mate van oortuiging, aandag en waardering tot elke advertensie getoets deur middel van kwantitatiewe navorsing. Die resultate dui aan dat ouderdom en bevolkingsgroep nie ’n rol speel in respondente se vlakke van patriotisme en die kommunikasie daarvan nie, maar dat daar sterk verskille tussen bevolkingsgroepe was vir die manier waarop die adverteerder na patriotisme verwys. Een van die vernaamste bevindinge was dat bruin bevolkingsgroepe nie ten gunste was van die negatiewe manier waarop daar na patriotisme in een van die advertensies verwys word nie, terwyl wit respondente min of meer homogene tellings teenoor al drie advertensies getoon het.

This dissertation study examined how the activation of national identity influences consumer evaluations of ads using patriotic appeals. Specifically, this study proposed that (1) priming of national identity through the cues within media-context would activate consumers’ national identity, making it momentarily salient, and this increased national identity salience, in turn, would affect consumer responses to the ads using patriotic themes; and (2) the impact of national identity salience on evaluations of patriotic ads among ethnic minority consumers (i.e., Asian Americans) would be different from that among majority consumers (i.e., Caucasian Americans). As expected, findings from this study showed that activating consumers’ national identity through a national identity prime (i.e., a news story about a national event) led to favorable responses to the ads featuring patriotic themes. Further, results of this study indicated that the effect of national identity salience on increasing evaluations of ads using patriotic themes was significantly stronger for ethnic minority consumers than was for majority consumers.
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Public relations and advertising developed during the 1920s, supporting new theories of corporate trusteeship that called on managers to balance the interests of owners, workers, and consumers. Battling New Deal reforms amid widespread belief that big business was to blame for the Great Depression, business leaders became more dedicated to partisan politics. Opponents of government regulation found new bedfellows in fundamentalist Christians who interpreted current events in light of a cosmic battle between Christ and the Antichrist. Business leaders drawn to conservative interpretations of the Bible supported the expansion of evangelical networks that linked patriotism and fundamentalist Christianity to anti-statist economic policy.

This chapter looks at the strategizing and planning efforts that went into the Advertising Council. It outlines the Council’s organizational setup and its working relationship with the government’s Office of War Information (OWI) during its first year of existence. It also presents the Council’s criteria for accepting the government’s domestic information campaigns and how individual campaigns were prepared and implemented in actual advertisements. By providing their services to the government through the Council at no charge, advertisers hoped to impress upon the American people that theirs was a patriotic institution helping the war effort. The chapter concludes with a discourse regarding the advertisers’ victory in the battle to keep advertising a tax-deductible expense for business.

This chapter details the Council’s activities throughout 1944. It studies how individual advertisers were coached to stay on course, sacrificing money, resources, and some of their creative independence to streamline the government’s campaigns and make the Council a success. Most of the government’s requests were for help with noncontroversial campaigns, which meant there was little chance that participating advertisers might arouse public resentment. But this was not always easy, especially when commercial concerns clashed with patriotic goals—a fact driven home by a highly controversial anti-venereal disease campaign. With this campaign, the Council found itself awkwardly in the middle of its obligations to the Office of War Information and the need to protect individual advertisers’ self-interest.

This chapter explores the representation and experience of popular dance during the Second World War. It demonstrates that dancing provided a potent means for producers and consumers alike to express and embody many of the ideals associated with the ‘people’s war’, such as cheerful endurance, grace under fire, and social and imperial unity. Dancing also became synonymous and expressive of democracy, and differentiated Britain from its enemies. At the same time, commercial producers – but especially the dance hall industry – re-packaged patriotism as a way of staying in business, utilising war-themed promotions and causes to attract patrons, or advertising their ballrooms as bomb shelters.

This essay outlines the evolution of the Greek migrant market during the boom years of transatlantic migration from the eastern Mediterranean, the 1890s to the 1920s. It aims to define the various approaches to competition amongst migrant firms operating in the Greek migrant market. It places the market both in regional and continental contexts; determines the opportunities for transatlantic migration from Greece; explores the importance of Greek emigrants to the French shipping industry; provides reasons for the establishment of an Austro-American shipping route; and discusses international and regional competition through fare increases, advertising campaigns, and economic patriotism. It concludes that competition amongst migrant shipping companies was both a key feature of the history of transatlantic migration, and a particularly antagonistic practice within the Greek migrant market.

Chapter 5 considers the role that Britannic loyalism played in various facets of everyday life in the UK and the Dominions, exploring developments in the fields of advertising and market research, attempts to promote Commonwealth collaboration in non-fiction film production and distribution, and the politics of post-war patriotic trade campaigns. The dismantling of import controls in the late 1950s and early 1960s led to a revival in patriotic trade campaigns. However, such campaigns increasingly came to be seen as outmoded during these years, jeopardizing trade with growing foreign markets. Moreover, changes in the advertising and marketing industries, and the growth of market research, discouraged businesses from making undifferentiated appeals to national markets. Earlier ideas that consumers across the British World had broadly similar interests and tastes were comprehensively challenged with the expansion of segmented marketing.

As persuasive tools for political campaigns, songs and music are integral features of electioneering in Africa. Since Ghana's return to multiparty democracy in 1992, election cycles in the country have been heralded and accentuated by campaign songs which extol the virtues of their sponsors and/or denigrate the achievements and their suitability for political office. This chapter examines the use of repetitions, testimonials, and biblical imagery in campaign songs of two major political parties in Ghana—the New Patriotic Party (NPP) and the National Democratic Congress (NDC)—during the 2012 and 2016 elections. Eight campaign songs were analyzed. The findings show that the songs sought to communicate messages/themes of submissiveness/humility, divine choice/prophecy, achievers/achievement, and opponents as failures/deceivers about the political parties and their candidates.

War writing was implicated in and shaped by wider cultural forces. During the war, patriotic bestsellers flooded the literary marketplace, censorship suppressed certain anti-war writing, while authors participated in the CPI’s propaganda machine. After the war, changes in the publishing industry, allied to a growing awareness of the importance of advertising, shaped the way war writing was presented to the public. Hollywood, meanwhile, provided opportunities for writers to supplement their income, either by writing for the studios or by sanctioning adaptations of their work. Discussing the work of Guy Empey, John Dos Passos, and E. E. Cummings, this chapter considers the ways the content of American World War I texts—and the formats in which they were presented to the public—were influenced by these factors.

Americans Are Patriotic And Nationalist, but not more than some Europeans (figure 173). Unsurprisingly, Germans are least proud of their nation, and rather unexpectedly and cheerily, the Portuguese—not the Americans—are most proud, with the Irish tied for second place. A 2007 survey reveals that a larger proportion of Italians consider their culture superior than any other nationalities surveyed, including the Americans. Another survey finds that only the Irish feel more uniformly proud to be of their nation. Proportionately more Austrians, Irish, French, and Danes claim they feel very close to their nation than do Americans. Americans are more likely than any Europeans to think that their country is better than most others. But proportionately more Portuguese, Danes, and Spaniards feel that the world would be improved if other people were like them. And any U.S. tendency to boosterism is tempered by the finding that a larger fraction of Americans admits that certain aspects of their country shame them than do the Germans, Austrians, Spanish, French, Danes, or Finns. No country more robustly projects its own nationalist aspirations in the products it sells abroad than the supposedly postnational Swedes. Swedish manufacturers, or at least their advertising agencies, seem convinced that the sheer fact of being Swedish is a selling point. Ikea’s walls are adorned with musings on the preternaturally close relationship between Swedes and nature that allegedly sets them apart from the rest of humanity, as are packets of Wasa crispbread. Asko’s slogan, “Made In Sweden,” is festooned prominently on its products. Though it does not necessarily inspire confidence that the company’s dishwashers are better than the competition, it certainly makes clear Asko’s national origins. Absolut Vodka’s tag—in uncharacteristically unidiomatic English—“Country of Sweden,” does much the same. Saab hawks its cars as “Born from Jets,” an unsubtle allusion to the company’s standing as a pillar of the Swedish military-industrial complex.

The article is devoted to a comparative analysis of nationally-oriented advertising in Russia and China. The material used for this article was represented by nationally-oriented advertising texts in Russia and China. The study shows that nationally-oriented advertising is an important type of advertising text which uses a positive image of the country with special geographical conditions and unique cultural and historical traditions. Particular attention is paid to a comparative analysis of similarities and differences in texts of nationally-oriented advertising in China and Russia, which uses a variety of multimodal media to form a positive image of the country and impact on consumers. The nationally-oriented advertising text focuses on the unambiguous interpretation of the national idea, the expression of which is a means of influencing consumers in order to awaken their patriotic feelings. The results of the study made it possible to reveal that despite the similarities, texts of nationally-oriented advertising in Russia and China are also marked by significant differences, which are due to the unique geographical and cultural characteristics of the two countries, as well as the deep originality of the two language systems.