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research second 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. This would not only prove the effectiveness of these ads but also prove that this technique is a sensible way for companies to advertise their products in different markets. 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. According to Chung Koo Kim and Jay Young Chung, the popularity and effects of the individual brands of products vary between countries of origin. In their article "Brand Popularity, County Image and Market Share: An Empirical Study," they state that, “Marketing variables contributed to market share directly as well as indirectly by building brand image, which is country specific”(175). This has a major impact in the case of America’s exports. According to Thomas A. Hemphill in his report “Business Patriotism and The Global Reputation of the American Brand. (Surveys of Global
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Romero 2 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 companies and Americans are much more interested in hyper-consumerism than humanity. (25) This is not, however, a purely anti-American problem issue. This is an issue of people trusting native companies more than their foreign counterparts.
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