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News :: Miscellaneous |
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American Flag or Corporate War Logo? Part Two |
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by Imagineallthepeoplelivinglifeinpeace repost b
Email: betpower (nospam) yahoo.com (unverified!) |
07 Jan 2002
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Sadly and ironically, the more American flags are waving everywhere, the less we have our true America.
This is a summary of the government's war marketing strategies, tactics, developers, and media distribution channels. |
The "War on Terrorism" brand identity and marketing campaign
The current brand identity for the "War on Terrorism" consists of the following:
The logo (visual symbol or icon): the U.S. flag - and – The tagline (copy line): "United We Stand" (alternately, "God Bless America").
Just as the brand identity for the McDonald’s Corporation fast-food chain consists of:
The logo: Golden Arches - and – The tagline: "We Love to See You Smile" (alternately, "Billions and Billions of Hamburgers Sold").
What the two campaigns have in common is this: false advertising.
Many people know that underlying McDonald’s smiling "Happy Meals" veneer is an international mega-corporation profiting from the inhumane slaughter of millions of cows and chickens, using crude killing methods and devices that injure their workers, as well. The resultant "food," though fast and cheap, is not nutritional at all; rather, it’s the primary cause of the unhealthy, overweight-malnourished-American syndrome. The rich get richer and the poor get sicker. (See Fast Food Nation: The Dark Side of the All-American Meal, by Eric Schlosser. You can read the introduction to the book at: http://www.2think.org/fastfood.shtml ).
Similarly, beneath the government’s "War on Terrorism" façade lays the likelihood of government collusion in the 9-11 attacks that took the lives of Americans, and the inhumane slaughter of thousands of Afghanis and millions of others in the Middle East. The resultant nationwide "unity" is not patriotism at all; rather it’s the abrogation of civil liberties and collusion with genocide and war crimes by a fearful American people still experiencing post-traumatic-stress syndrome. There’s a ton of money to be made from all this stress and killing.
How did the widespread use of the flag as a war icon – or shorthand expression of support for the war – get started? Did it spring spontaneously from the people, or do advertising executives drive it? First one, then the other? Is the flag phenomenon a populist fad, keeping up with the Joneses (since your neighbor’s flying one), successful viral marketing, a savvy media blitz of mindless propaganda, or a combination of all the above?
I first saw the American Red Cross handing out flags and bumper stickers for cars on 9-12 outside Big Y Supermarkets in my New England town. Simultaneously, Big Y and Stop & Shop Supermarket chains started selling t-shirts, bumper stickers, lapel pins, posters, coffee mugs, stuffed animals, books with patriotic themes, and other items printed with the flag logo and "United We Stand." Sometimes, a percentage of the profits went to benefit the WTC Twin Towers Fund, sometimes not. Soon after that, major newspapers across the country printed American flag inserts and/or ran pro-war ads in support of the WTC and Pentagon victims, featuring the American flag, with many of them stating "United We Stand." At the same time, these newspapers told us a lie – that there was virtually no dissent against the war.
Following 9-11, the CVS Pharmacy chain, Wal-Mart, Big Y, Stop & Shop, and other national food, drug, and discount clothing chains put this branding – a poster of the American flag with the copy line "United We Stand" across the bottom – in all of their store windows, making it essentially point-of-purchase (POP) advertising. The week of the 9-11 attacks, Kmart ran ads developed by Omnicom Group’s TBWA/Chiat/Day, New York, featuring the American flag and instructed readers to tear it out and display it. "I thought the flag ad was absolutely perfect," exclaimed Marina Hahn, executive vice president of entertainment at WPP Group’s J. Walter Thompson Co. "It was in keeping with its brand. It is an all-American place to shop. It appeals to the middle-American mentality." (See "Marketers Rally Around the Flag" at: http://www.adage.com/news.cms?newsId=32946 ).
In addition, the departments of revenue of several states printed this brand identity for the war (American flag and "United We Stand") on the covers of state tax-filing booklets mailed to millions of Americans at the start of January. What’s more, the U.S. Postal Service recently issued a new 34-cent stamp with you guessed it … the American flag and "United We Stand" below it.
These are just a few examples of where the war brand is appearing, but they do indicate the brand is being driven by the government, its marketing and PR agencies, and delivered through the channels of Big Media. For many more examples, see the abundance of article links at "American Advertising Goes to War – Selling Brand USA to a Hostile World" at: http://www.adage.com/news.cms?newsId=33639 ). You can also check out a review of "patriotic" advertising from opportunists and profiteers of 9-11 (like GMC, Ford, AmEx, Anheuser-Busch), "Mass Murder is No Occasion for Marketing" at: http://www.adreview.com/article.cms?articleId=861 ). Even if you are not terribly observant, you will begin to notice American flag and "patriotic" branding of some variation – intended as actual advertisements – at points of purchase everywhere, both online and offline. Later, I’ll give you a few of my "favorite" examples.
Copy logic and strategic goal How are we to interpret the copy line "United We Stand"? Certainly, this is not a statement of unity across racial or religious differences, given the racial profiling and prosecution of Arab Americans and Muslims in the U.S. at this time. I think the tagline means this:
"We all stand together and are single-minded in backing Bush and his War on Terrorism."
Of course, this is a lie, but the strategic goal of the branding is to sell Americans that the majority favors Bush’s actions and supports the war. MSN, through its Slate.com, fleshed out this "fact" for us in Jacob Weisberg’s article of 12/4/01, "Left Behind," promoted on MSN’s homepage that day as "The Non-Existent Anti-War Movement" (read it at: http://slate.msn.com/?id=2059328 ). In this article, Weisberg declares there is no effective Peace Movement and derides anyone who doesn’t wish to hang the American flag out the window of their home.
Control of sports The President’s announcement of the military assault on Afghanistan, signaling the start of the "War on Terrorism," was broadcast on huge screens at NFL games on October 7 and was met with wild applause from tens of thousands there. Should we be shocked and surprised at using this venue for this announcement, given the investment in sports events and stadiums of Big Media? Not if we connect the dots back to Big Media and realize it acted as one together with the government, reaching their primary target audience at the football games – multiple generations of primarily males in a competitive frame of mind for victory for their side.
Control of concerts and public gatherings Other target markets – say women of all ages – would be better reached with emotional, patriotic, pro-war messages at concerts like the Benefit Concert for New York City, or Bette Midler singing the "Star-Spangled Banner" at NYC mayor Bloomberg’s inauguration. It becomes easier to understand how the government is working through its advertising, marketing, and public relations agencies when one examines the type of media channel used, the message delivered, and the type of target audience to whom it is communicated.
Control of music Shortly after 9-11, radio stations across the world agreed to ban a long list of popular songs from air play, including John Lennon’s anti-war hymn, "Imagine." "Peace Train" by Cat Stevens was also suppressed. Marvin Gaye’s plea for social change, "What’s Goin’ On?" was quickly remade into a watered-down "all-star cover" and is being aired repeatedly on MTV and VH1. The remake took the power of protest out of the lyrics and, in particular, played down the lines, "Father, father, we don’t need to escalate. War is not the answer, for only love can conquer hate." Do you think it was just a coincidence that this lyric – which originally questioned U.S. aggression during the Vietnam War – was gutted at the very time a new Peace Movement through International ANSWER (Act Now to Stop War and End Racism; see: http://www.internationalanswer.org ) rose up with mass anti-war protests in the U.S. following 9-11? ANSWER had first dibs on turning "War is not the answer" into a tagline of its own for use on protest posters, flyers, website, and in mass chants. In my opinion, the subsequent "all-star remake" of Gaye’s "What’s Goin’ On?" succeeds as a brand diluting a competitor brand – the corporate war brand dilutes I-ANSWER’s. And this is working in the government’s favor – whether or not the "all-star" artists realize it.
Again, should we be surprised, given Big Media’s business relationship with a war-profiteering Administration and corporate-military complex? Instead of songs with powerful lyrics for social change like Lennon, Gaye or Dylan’s, today we’re fed a steady diet of player or pimpified "Dirty Pop." Consider Mary J. Blige’s "Family Affair" (from the "No More Drama" CD) with its catchy hook offering a remedy for these times: "Let’s get drunk." The video for the cut "No More Drama" shows TV screens branded with the words "War on Terrorism" while the singer suffers emotionally, watching war news.
Control of movies Hollywood agreed to help the government by lending technical know-how to create images for our consumption in war-themed movies and videos shown on TV and at the cinema. Espionage, CIA and FBI, terrorist, and World War II ("the good war") themes became more numerous in movies recently in production. Tom Hanks gets more successful every day – consider his "Band of Brothers." So do Lockheed Martin and other defense contractors. To keep the public from going soft on the war over time, Hollywood studios will open an unprecedented number of films this year that keep the American public on the side of the "War on Terrorism." How do I know? Actor Sally Field and other Hollywood representatives said so, in a televised celebrity interview following the 9-11 attacks.
Control of television All programming is now issued through a pro-war censorship filter. All networks have redesigned their logos, incorporating the American flag or red-white-and-blue colors. All channels refuse to cover the Peace Movement and its frequent and often massive anti-war demonstrations. All channel anchorpersons and talk-show hosts wear American flag lapel pins. MTV and VH1 hosts wear "patriotic fashions." Old espionage and war movies are dusted off and shown to an already-rattled public at every opportunity, especially late in the evenings, before it’s time for bed.
Corporate war branding examples – Connect the dots back to Big Media
In addition to ones I’ve already mentioned, here are examples of patriotic and predatory profiteering, all offered by Big Media sub-corporations or companies who must use Big Media to deliver their advertising. Add your own to the list!
- Ralph Lauren ( http://www.polo.com ) sells sweaters with a modified American flag across the chest. In the blue field, instead of stars, "RL" appears. He also sells sheets in red, white, and blue. - Bloomingdale’s sells a $100 Lycra/cotton t-shirt with a sequined American flag. It also opens a FDNY "fire zone boutique" selling items bearing the New York fire department’s insignia. - Tommy Hilfiger (http://www.tommy.com) sells American flag neckties, sweaters, bangles, and a "Freedom" fragrance in American-flag bottles. - Tommy Hilfiger’s ad agency Deutsch, New York, creates a 60-second TV spot with the tagline "The American flag. Your license to dream" and a voiceover from Tommy Hilfiger himself. It runs frequently on VH1. - Liz Claiborne (http://www.lizclaiborne.com ) sells rhinestone American-flag pins. - Lenox (http://www.lenox.com ) sells "Flag for Freedom" mugs. - Christopher Radko (http://www.radko.com ) sells "Brave Heart," a heart-shaped, American-flag Christmas tree ornament. - North Beach sells a pricey leather flag jacket with Old Glory huge on the back, and only 10% of the proceeds go to the Twin Towers fund. - Stetson (http://www.stetsoncologne.com ) sells "American Original" perfume for women. Its TV spot features visuals of cowgirls and cowboys telling us, "You have the right to be free. You have the right to laugh." - Woolrich (http://www.woolrich.com ) adds an American-flag logo on the breast pocket of its new line of outdoor wear (jackets and vests) for men. - Jeep (http://www.jeep.com ) names its new model "Liberty" and runs a TV spot showing its vehicle driving up the side of the Statue of Liberty while the popular post-9-11 song "Hero" plays in the background. - American flags are gratuitously inserted into the backgrounds of many MTV videos, much like product placements in movies. - Peter Max, poster artist from the ‘60s, designs for Rudy Giuliani a poster with the American flag and "United We Stand," and sells it on his website (http://www.petermax.com ). - Shreve, Crump & Low, a tony Boylston Street, Boston gift shop, sells an American flag Waterford crystal paperweight. - Cataloger Harriet Carter (http://www.harrietcarter.com ) direct mails its December gifts catalog, featuring over 20 American-flag-branded items for use in or outside the home (including those blasted outdoor light displays). - Frederick’s of Hollywood (http://www.fredericks.com ) sells a patriotic thong decorated with flags and the words "America the Beautiful." - General Motors (http://www.gmc.com ) offers interest-free car loans in their flag-drenched TV spots urging, "Keep America Rolling." - American Express (http://www.americanexpress.com ) declares its travelers’ checks "Indestructible" in patriotic TV commercials. - A Disney illustrator creates a 12-story billboard of a military chick in full combat gear, cocking a massive assault rifle while she stands in front of the burning WTC. The billboard is placed high on the side of the Westwood Medical Center in LA. It says "Liberty and Justice: 9-11" and features the flag and a militaristic eagle. (See: http://la.indymedia.org/display.php3?article_id=12976 And also: http://www.newtimesla.com/issues/2001-10-25/finger.html/1/index.html -- see "ACLU Attacks Westwood"). - Billboards of American flags, "United We Stand," or black-background-white-text messages of patriotism – many with discreetly placed corporate logos – assault our sight on every highway across the U.S. - SONY PlayStation 2 (http://www.us.playstation.com ) releases several "fight terrorism" games including "Nuclear Attack" (where you can track terrorists to Asia and the Middle East) and best-seller "Metal Gear Solid 2, Sons of Liberty." - Beretta (http://www.beretta.com ) sells a "United We Stand" pistol and says some of the proceeds will go to the NYPD and victims of 9-11. - Another gun manufacturer, Tromix (http://www.tromix.com ), releases a 50-caliber rifle nicknamed the "Turban Chaser." The announcement on the company’s website is accompanied by an American flag design. - SONY mixes militaristic patriotism with consumer hardware to market its portable DVD player (priced from $999 to $1,499) on 60-second TV spots. A coalition of marketers, media companies, and the U.S. government launch the ad campaign, called "Message from America." The ads are backed by a 15-member group including Circuit City Stores, SONY Corp. of America’s SONY Electronics, Viacom’s CBS, and the U.S. Department of Defense. The ad airs on CBS and other Viacom properties, including MTV, BET, and UPN. (See: "SONY Products Take Center Stage in Coalition War Ad" at: http://www.adage.com/news.cms?newsId=33472 ).
What is to be done?
Understanding the marketing strategies and tactics being used by the government and Big Media, what can the Peace Movement do to spread its message and gain ground to stop the "War on Terrorism"? First of all, thank heaven for the Internet, a tool that came at exactly the right time. Its reach far surpasses that of protest demonstrations and in-person teach-ins. Using the ‘Net, grassroots organizers are better equipped in this new millennium to oppose multi-billion-dollar Big Media and its massive propaganda – something we could not say in the 1960s.
I suggest we continue to use the Internet to the max for education and organizing – in addition to offline demos, teach-ins, and all possible ways to infiltrate Big Media. Websites, alternative journalism sites, direct emails, organized email letter-writing campaigns and petitions, posted photos taken at protests, video streams, webcasts, online teach-ins: these and more can be the Peace Movement’s distribution channels.
Now, the remaining question is one of tactics and messaging powerful enough to stop the war. Perhaps we need to accept that Americans are consumers above all and reach them as such, using strong competitive messaging and branding of our own. Maybe slogans need to be delivered with a "true patriot" theme. "We the People Don’t Want this War," "Patriots for Peace," "Americans for Democracy," "Life, Liberty, and Justice," "ANSWER: Act Now to Stop War and End Racism," "War is Not the Answer," and "Imagine Prosperity and Peace," are copy lines that come to mind. As for logos? Nothing’s more powerful and resonant of former victories against immoral U.S. wars in the past than the symbol for Peace.
If this is the century of new globalism, then why not expand our vision across the world? Imagine flags waving everywhere, printed with a photo of planet Earth and the tagline "United We Stand for Peace."
Better yet, a cosmic Peter Max poster anyone? Earth is spinning in outer space with all the other planets …"United We Live for Peace." Now, that’s a beautiful brand. I’ll buy that.
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© Copyright January 2002, Bet Power. Everyone may copy and distribute this article or parts of it verbatim, but changing it is not allowed. For more information, send an email to: betpower (at) yahoo.com
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See also:
http://www.indymedia.org/front.php3?article_id=115408&group=webcast
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