The Commercialization of Patriotism
The Commercialization of Patriotism
Author(s): Gergana FyrkovaSubject(s): Social Sciences, Language and Literature Studies, Economy, Media studies, Applied Linguistics, Communication studies, Sociolinguistics, Marketing / Advertising
Published by: Институт по философия и социология при БАН
Keywords: patriotism; patriotic marketing; advertising; ethnocentrism; bulgarian patriotic commercials
Summary/Abstract: This paper addresses the issue of the commercialization of patriotism and its use in contemporary advertising as a factor to increase consumption. Patriotism and advertising have been going side by side since the beginning of mass media. Both are linked to the idea and practice of democratic persuasion, of communicating our views, values, and actions (products) as the best. This study compares patriotic marketing in America with patriotic marketing in the recent advertising campaigns of some well-known Bulgarian brands. Using these specific examples, we analyze the main features of the new marketing practices and campaigns in Bulgaria on the wave of patriotism.
Journal: Философски алтернативи
- Issue Year: XXXI/2022
- Issue No: 5
- Page Range: 59-69
- Page Count: 11
- Language: English
- Content File-PDF