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Jami A. Fullerton

Advertising's War on Terrorism: The Story of the U.S. State Department's Shared Values Initiative Paperback – June 1, 2006

by Jami Fullerton (Author), Alice Kendrick (Author)

5.0 3 ratings

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Did the Bush Administration Err In Shutting Down “Brand America” Ad Campaign? The Bush Administration missed an opportunity to improve America’s image in the Arab and Muslim world when it shut down the controversial 2002 “Brand America” public diplomacy television advertising campaign, according to a new book written by two U.S. advertising professors. Contrary to reports from the news media and from government at the time, the Shared Values Initiative (SVI)—the official name for the advertising campaign at the State Department—improved America’s image in Indonesia and possibly throughout the Middle East, according to Jami Fullerton of Oklahoma State University and Alice Kendrick of Southern Methodist University. “So, did SVI work?” the professors write in Advertising’s War on Terrorism: The Story of the U.S. State Department’s Shared Values Initiative. “According to internal State Department documents about SVI in Indonesia, the campaign achieved its objectives. It not only got people talking about Muslim life in America, it also produced more positive perceptions of America.” This finding also is backed up by experimental research the professors conducted in London, Cairo and Singapore. After viewing the five television advertisements, international students were more likely to believe Muslims are fairly treated in the United States and the students had more positive attitudes toward the “United States government” and “U.S. people.” The research also found that attitudes toward the United States improved more among Muslim students than among Christians and other students. The goal of SVI was to convince the Muslim and Arab world that America wasn’t 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 the book shaking hands with President George W. Bush. The commercials aired in Indonesia and other Middle Eastern and Asian countries over a month-long period between late October and early December! 2002. About 300 million Arabs and Muslims saw them. “Public diplomacy practitioners and scholars continue to lambaste SVI and the idea of using advertising as a weapon in the war on terrorism,” they write in the final chapter to their book. “The official account is that SVI failed. ... However, research presented in ... this book suggests that SVI may have worked. ... So the question becomes: If communication campaigns like SVI have the potential to be effective, what went wrong in 2002 and what can be done in the future to make similar public diplomacy programs work better?” The authors place much of the blame on State Department bureaucrats and on journalists, who at the time of the campaign denounced SVI, saying it didn’t work. The bureaucrats and journalists also criticized SVI’s creator, Charlotte Beers, a former advertising executive who created and directed the SVI campaign when she was under secretary of public diplomacy and public affairs at the State Department. However, the critics had no scientific evidence to back up their criticism, the authors point out. Instead, they suggest that Bush Administration officials acted more upon ideological and parochial prejudices rather than upon scientific evidence.

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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.

About the Author

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. She currently serves as chair of the American Advertising Federation’s Academic Committee and is on the AAF Board of Directors. Alice Kendrick (Ph.D. University of Tennessee) is a 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 Advertising’s research committee, and the boards of the American Advertising Federation and Dallas Ad League.

Product details

Publisher ‏ : ‎ Marquette Books (June 1, 2006)
Language ‏ : ‎ English
Paperback ‏ : ‎ 254 pages
ISBN-10 ‏ : ‎ 0922993440
ISBN-13 ‏ : ‎ 978-0922993444
Item Weight ‏ : ‎ 14.4 ounces
Dimensions ‏ : ‎ 5.75 x 0.5 x 8.5 inches

Best Sellers Rank: #6,716,599 in Books (See Top 100 in Books)
- #7,037 in Terrorism (Books)
- #25,800 in Communication & Media Studies
- #67,503 in International & World Politics (Books)

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Political Junkie

Missed Opportunities to Sell Brand America

Reviewed in the United States on June 27, 2006

This is a thought-provoking book that takes us inside the U.S. State Department in the months and year after September 11. Secretary of State Colin Powell was fighting against the war machine at the Defense Department and within the White House to help improve America's image in the Muslim world. With great detail, the authors show us the plan and how it was dismantled by turf-hogging bureaucrats and simple-minded diplomats. This book promotes the idea of taking advantage of the great wealth of creativity America has and putting it to work to promote this country to the uneducated and downtrodden in foreign countries whose leaders inculcate them with anti-American rhetoric. This is a must-read for anyone interested in America's place in the world.

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Advertising's War on Terrorism: The Story of the U.S. State Department's Shared Values Initiative Paperback – June 1, 2006

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