September
11, 2001— everyone remembers where they were at the exact moment they heard the
news that America had been attacked. Specifically, I remember being in my third
grade classroom when my teacher told us that we were not allowed outside for
recess that day. I have a vague memory of her mentioning an attack in New York
City, but as an elementary school student I was more worried that I was missing
some solid time on the swing set, and it was not until I saw one of my teachers
crying in the hallway that I realized that something awful had happened. That
day holds a different memory for everyone but as Americans we all share the
sense of loss, tragedy, and heartbreak as a country. Within her book Tourists of History, Marita Sturken
reaches into these moments of tragedy and pulls out the reaction that typically
overlooked; how do these events affect our consumer culture?
By
looking at devastating American events such as the Oklahoma City Bombing which
occurred on April 19, 1995 and the September 11th attack, Sturken
brings to light how Americans continue to process and interact with the tragedy
through the purchase of mass produced goods. Beginning with the description of
two snow globes, one from Oklahoma City and the other from the 9/11 Memorial,
she describes the significance that seemingly cheap knick-knacks truly hold. Not
only are such trinkets evidence of a tourist’s visit to a site of importance
but a conscious effort to remember. While few realize the irony that their actions
as a consumer hold, Sturken enlightens us that many of the mementos we purchase
to memorialize an event we identify as unique to the United States are often
made in a foreign country, thus connecting our tragedy to the global market. In
this nuanced view of Americans’ relationship with tragedy, the ordinary becomes
pieces of a larger narrative that connects bombings to teddy bears, duct tape
to the Department of Homeland Security, and commercials to uplifting tales.
It
is evident within American society today that we are constantly overwhelmed
with advertising campaigns, media breaks, and an overall need to purchase. As a society we are faced with the pressures to buy at every turn.
| Even Marilyn Mason feels the pressure sometimes |
The
argument that Sturken appears to make throughout her book is that in times of
crisis Americans require a great deal of retail therapy, even flooding to
places like Wal-Mart to seek solace in times of need. The pressure to buy then takes on a whole new meaning. To the untrained eye this
may appear as a nation just satisfying their consumer needs, but in a world
seeped in patriotism they are rather fulfilling a duty to their country. The
ability to purchase mass-produced goods can be viewed, according to Sturken, as
a motivational symbol that the American people will not be kept down even if
they are not aware of the movement they are taking part in. Advertisers are not
unaware of the opportunity to send a message in times of national crisis,
directing their campaigns to include a heartfelt message about the tragedy or a
political message to the nation. In efforts to ease and reassure the public
companies are marketing a sense of comfort rather than just goods to the people
in dire need.
There
is no other company that knows how to pull on the heartstrings of Americans
like Budweiser and their famous Clydesdale horses. Only two months after the
September 11th attack Budweiser released a Super Bowl commercial
that emoted solidarity to a nation torn by tragedy. The commercial follows the
Budweiser Clydesdale horses through New York City and into Battery Park where they
give a breath taking bow in honor of those who lost their lives. In a news
story aired on the 14th anniversary of 9/11, a Chicago news station
interviewed the creative brains behind the poignant commercial and revealed the
heartfelt process and the many hoops the team had to jump through that led to
its production. “The True Story behind the 9/11 Budweiser Commercial that Only Aired One Time,” details what it took to make such an iconic commercial that
touched all those who saw it during Super Bowl XXXVI. The full commercial was
aired only once during the 2002 Super Bowl with an edited version shown again
in 2011 for the 10th anniversary of the tragedy.
The original commercial, aired February 3,2002
| Those Clydesdale horses hit you right in the feels :( |
As a company
based in St. Louis, Missouri, Anheuser-Busch’s tribute to an event in New York
City represents a connection that reaches across the country and ties together
Americans in times of crisis. The Budweiser brand is well-known for their
ability to create commercials that touch the hearts of its consumers while
simultaneously advertising their product. What makes the 9/11 commercial
different from all the others, however, is the absence of the brand name until
the very last seconds. This purposeful omission speaks to the true message of
the commercial. Rather than attempting to just market their product to a mass
audience, the Budweiser Clydesdale horses’ bow towards New York City is a sign of
strength among the American people in the wake of the detrimental attack. “Deemed
one of the most highly effective ads of all time,” the commercial created by
Anheuser-Busch establishes the link between consumerism and tragedy that
Sturken describes in her study. The ability for a beer company to help a
hurting city heal through such an advertisement portrays the deep connection
our country establishes between purchasing power and patriotism. As addressed
in Tourists of History, there are
times in our country’s history when the consumption of mass-produced goods is
seen as evidence that as Americans we will not be held down, and as in the
Budweiser commercial there is also the important message that “We’ll Never
Forget.” It is this connection that makes the Budweiser commercial so powerful.
A company using their marketing power during the year’s biggest night for
advertising for a heartfelt message of condolence to the American people truly shows how emotionally intertwined we are as a country.
Reading Tourists of History as well as watching
the news story depicting the Anheuser-Busch 9/11 commercial brought me to question
many aspects of America’s consumer culture and the influence that commercials
have over our daily lives. We are all aware of the power that media and
advertisers have over the choices we make throughout our days but that makes me
wonder, what if this power could be used for good rather than evil? While we
have begun to see an increase in advertisements against smoking and bullying,
how else could positive and uplifting messages be utilized more often? Could social
problems facing today’s youth possibly be addressed more positively in the
media? Our country may not be ready for such an influx of moving commercials to
hit their televisions, but who says that positive messages are only needed
after a tragedy?


