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Sympathy, Patriotism and Cynicism: Post-9/11 New York City Newspaper Advertising Content and Consumer Reactions

Abstract Two studies are presented to help understand the role and tone of select New York City newspaper advertising placed immediately after a catastrophic event. Historical analysis of catastrophic attacks on the United States (e.g., Pearl Harbor, Oklahoma City) suggests that some advertisers use the advertising function to comment on the event. However, commentators have expressed both positive and negative reactions to this tactic. To better understand this type of advertising, this paper examines the advertising placed in the month after 9/11/ 01 that directly or indirectly reflects those horrific events. Our first study, a content analysis of this advertising, suggests five emerging message format categories: image, public interest, participation, patriotic, and commercial. We present frequencies, types of products and services, types of images, and how these categories evolved over time. In addition, little is known about consumer reactions to these kinds of advertisements. In our second study, we conducted a follow-up survey asking consumers to comment on exemplars chosen from the major categories. Our results suggest a wide variety of attitudes ranging from sympathetic and highly patriotic to outright cynicism and disgust. Advertiser motivation is also discussed along with managerial implications.