Advertising's war on terrorism: the story of the U.S. State Department's Shared Values Initiative

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Marquette Books, 2006 - History - 254 pages
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Should Advertising Serve as a Weapon in the War on Terrorism? Shortly after the September 11th attacks, Charlotte Beers, a former advertising executive-turned-U.S.-State-Department-official, purchased $5 million of commercial airtime on Middle Eastern and Asian television stations. The goal of the Shared Values Initiative was to convince the Muslim and Arab world that America wasnt waging war on Islam. The Madison Avenue-produced ads depicted the happy lives of Muslims in America, including Dr. Elias Zerhouni, director of the National Institutes of Health (who is shown on the cover of this book shaking the hand of President George Bush in one of the spots). Some Arab governments called the SVI ads propa-ganda and refused to run them on their state-owned television systems. Many policy makers, bureaucrats, advertising executives and journalists also denounced SVI, claiming it couldnt work. Beers left the State Department and soon after the campaign was discontinued. In this book, advertising professors Jami Fullerton and Alice Kendrick take a dispassionate look at the controversy through internal State Department documents and interviews with Beers and other officials. The authors also present results from their own scientific studies on the effectiveness of the adsexperimental research that measured the attitudes of Muslim and other international students toward America before and after watching the commercials. To the surprise of many critics, the findings showed that students had a better impression of America after viewing the ads. Should America use advertising to fight the war on terrorism? The authors dont answer this question, but their book suggests that advertising should not be summarily dismissed as tool of international diplomacy.

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About the author (2006)

Jami Fullerton (Ph.D. University of North Texas) is an associate professor at Oklahoma State University, where she teaches advertising and mass communication research and theory. Dr. Fullerton, who is the recipient of one State Department grant and a participant in two others, often spends her summers abroad teaching and conducting research on cross-cultural communication and media globalization. The OSU College of Arts and Sciences named her an outstanding researcher in 2001.Alice Kendrick (Ph.D. University of Tennessee) is professor in the Temerlin Advertising Institute at Southern Methodist University. She has published more than 30 refereed research papers, numerous industry reports, and Successful Advertising Research Methods (with Jack Haskins). She has served on the National Advertising Review Board, the American Academy of Advertisings research committee, and the board of directors of the American Advertising Federation and Dallas Ad League.