Tuesday, September 13, 2011

Sponsoring A Rememberance

Its now been more than 10 years since the unspeakable tragedy and devastation witnessed on September 11th, 2001. Every American will remember that day a little differently. The places we were, the people we were with and the stunning imagery of that day will last in our minds forever. I also remember it as one of the best examples of human strength and sacrifice to stand for good against the power of hate.

However, the 10th anniversary will be a different memory for me. I'm disappointed that a part of this memory is marked by the advertisements I witnessed on television. Despite being nice displays of advertising, I'm unsettled by capitalizing on the memories of those who have perished. I recognize how many may disagree on the meaning that is behind each tribute advertisement; however, I believe that if honor and remembrance was truly the motivation of these organizations then paid advertisements may not have been the best way to show it. Even if their intentions were truly genuine, they seemed overpowered. The old marketing adage "the medium is the message" applied in this case. It was still advertising and felt as such. Perhaps there best intentions are conveyed in a different manner.

Every marketer who worked on these 9/11 themed advertisements understands how strong American's Patriotic instincts are. But I don't think that this was their best effort at tapping into them. I trust that most consumers are advanced enough to separate drinking Bud and being on the Verizon network from truer expressions of patriotism. I find any suggestion of a possible correlation by these marketers to be distasteful.

What do you think about the 9/11 tribute advertisements? Fair or over the line? Let me know in the comments section below and as always, thank you for reading.

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