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research rough draft - Romero 1 Jonathon Romero Professor...

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Romero 1 Jonathon Romero Professor Junkins Composition 1 4 April 2011 The Effect of Patriotic Imagery in Print Advertisements Patriotic imagery seems to be everywhere in advertisements but how much does it really affect peoples purchasing trends? Large companies often find it difficult to expand into other countries due to the foreignness of their product to the locals. In order to make their product acceptable, they advertise their product with patriotic imagery in order to make the new potential customers comfortable with their product. I intend to prove that patriotic imagery, in print advertisements, allows the majority of the public to be more comfortable with the product and as a result, a higher chance of purchasing the product. One of the main reasons this tactic is used is when an a country exporting a good has a bad reputation with a country importing the product, the company trying to sell the product often tries to make the product more appealing to the locals. This is often the case of America’s exports. According to Robert M. Seiler in his report “Business Patriotism and The Global Reputation of the American Brand. (Surveys of Global Product Brands)” from 2005, there are four main damaging thoughts the global community has towards America and Americans: Exploitation, or the perception that American companies take more than they return to foreign countries… Corrupting Influence, or the perception that U.S. brands values are in conflict with local social norms… Gross insensitivity or arrogance, including the ultimate arrogance that Americans assume everyone in the world wants to be like us… [and] Materiality, or the perception that American
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Romero 2 companies and Americans are much more interested in hyper-consumerism than humanity. (Hemphill 25) This is not, however, a purely anti-American problem issue. This is an issue of people trusting native countries more than their foreign counterparts. This is according to George Balabanis, Adamatios Diamantopoulos, Rene Mueller, and T.C. Melewar’s article "The Impact of Nationalism, Patriotism and Internationalism on Consumer Ethnocentric". It states Internationalism, or favoritism to foreign countries, does not affect the purchasing power of
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research rough draft - Romero 1 Jonathon Romero Professor...

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