shared values initiative
DESCRIPTION
A presentation over the article: Can Advertising Sell America?TRANSCRIPT
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Can advertising sell America?Winning Hearts and Minds in the Muslim World
Colin Parajon
Contemporary ProblemsIn American Advertising
October 2012
By Jami Fullerton and Alice Kendrick
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Overv
iew
• Context
• Shared Values Initiative
• Execution
• Effectiveness
• Criticism
• Position
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context
September 11, 2001
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“I am an American Muslim”
• Council on American-Islamic Relations
• “To enhance understanding of Islam,
encourage dialogue, protect civil liberties, empower American Muslims and build coalitions that promote justice and mutual understanding.”
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context
September 11, 2001
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Charlotte beers• Retired Head of Ogilvy and Mather
and J. Walter Thompson
• Hired by FormerSecretary of StateColin Powell
• Sworn in October 2, 2001 asUnder Secretary of Statefor Public Diplomacy andPublic Affairs
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Shared valuesDifferences:Shared Values:• Modesty
• Obedience
• Perseverance
• Freedom
• Faith
• Family
• Education
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SharedValues
initiative
• Speeches
• “Town Hall” Events
• Internet Sites
• Chat Rooms
• Muslim Life in America
• Newspaper Ads
• Mini-DocumentariesGoal: To cause
“discussion and debate.”
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“Baker”• Lebanese Family-Run Bakery in Toledo, Ohio
“doctor”• Algerian Government Official
“School teacher”• Teacher Wearing Hijab
“Journalist”• Indonesian Journalism Student
“Firefighter”• Muslim Firefighter and Chaplain in NYC
“A m
ess
ag
e f
rom
The C
ounci
l of
Am
eri
can M
usl
ims
for
Und
ers
tand
ing
.A
nd
the A
meri
can P
eop
le.”
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Execution• Schedule begins October 29, 2002 in Indonesia.
• Pakistan, Malaysia, Indonesia, Kuwait, Jordan, Egypt, Saudi Arabia,Bahrain, Oman, Qatar, Lebanon and the United Arab Emirates,Kenya, Tanzania
• Most Arab countries refuse to run spots.
• Al Jazeera initially considered it “an honor” to accept USanti-terror messages, but later refused to air the spots.
• Commercials discontinued in December 2002.
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Propaganda?1. Ideology and purpose of the campaign2. Context in which it occurs3. Identification of propagandist4. Structure of propaganda organization5. Target audience6. Media utilization techniques7. Special techniques to maximize effect8. Audience reaction to techniques9. Counterpropaganda, if present10.Effects and evaluation
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effectiveness• Did it work? No definitive answer.
• 288 million people in Indonesia:- Scored higher on message recall and retention than commercials for “a typical soft drink campaign run at higher spending levels for more months.”
• Congress, the press, the advertising industry and formerdiplomats refer to SVI campaign as a failure.
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criticism
“Contributed toanti-Americanism
in the region.”
“This is no job for commercials.”
“Waste of time.”
“The notion that you can sell Uncle Sam like Uncle
Ben’s is highly problematic.”
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Pre-post test
Participants record
attitudes toward US
government, US people
and how Muslims are treated in the US.
Participants again record
attitudes toward US
government, US people
and how Muslims are treated in the US.
SVI spot
s are
viewed.
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Results• Attitudes toward the US government were more positive.
• Singapore: Attitudes toward US people were more positive.
Greatest magnitude of difference:
Attitudes about how Muslims are treated
in the US were more positive. • Women and Muslims had most positive attitudes.
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2006 survey
•“Tipping Point” – the moment at which a large portion of the publicbegins to demand that the government address its concerns
• At “Tipping Point” – War in Iraq
• Approaching “Tipping Point” – Outsourcing & Illegal Immigration
• Moving Away from “Tipping Point” – US Relations w/ Muslim World
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position• The SVI was the first campaign of its kind, so little research existed
for measuring its success.
• Government officials expected something resembling ROI,which could not be proven awareness campaigns.
• The high recall rates and shift in attitudes toward the US government,US people and treatment of Muslims in the US are proof that theSVI was a success.
• Advertising is an effective course of diplomacy.
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Works citedAlsultany, E. (2007). Selling American diversity and Muslim American identity through nonprofit advertising
post 9-11. American Quarterly, 59(3), 593-622.
Fullerton, J., & Kendrick, A. (2008). Can advertising sell America? Winning hearts and minds in the Muslimworld. In T. Reichert (Ed.), Issues in American Advertising: Media, Society and a Changing World. (253-263). Chicago: Copy Workshop.
Kosar, K.R. (2012). Advertising by the federal government: An overview. Congressional Research Service.
Plaisance, P. L. (2005). The propaganda war on terrorism: An analysis of the United States’ ”Shared Values”public-diplomacy campaign after September 11, 2001. Journal of Mass Media Ethics, 20(4), 250-268.
USA: US spokesman says media publicity campaign in Muslim world “successful.” (2003). BBC Summary ofWorld Broadcasts.
Yankelovich, D. (2006). The tipping points. Foreign Affairs, 85(3).