Fall 2008

I Pledge Allegiance To Sell More Magazines

Most Americans believe that our pledge of allegiance was born of the same national fervor that gave us our national anthem. A tradition was created during seminal moments in our early history, just as the words to the Star Spangled Banner were written by Francis Scott Key as he witnessed the stars and stripes still flying over Fort McHenry the morning after a long battle.

The publisher of the Youth’s Companion, Daniel Ford, built the magazine’s circulation by using innovative premiums to attract new subscribers. Every October the magazine would publish an attractively illustrated “Premium List Number,” which described an array of enticing prizes that children could win if they convinced their friends and neighbors to subscribe to the magazine.

The 1888 edition of the subscription promotion was the first time that American flags were offered among the other premiums which included dolls, chemistry sets and Bibles. Children could purchase the items outright or get a discounted price with every subscription they sent in.

As detailed in Richard Ellis’s book, “To The Flag, The Unlikely History of the Pledge of Allegiance,” the advertisement for the premiums expressed the magazine’s hope that the “Stars and Stripes be hung upon the walls of every home, and of every school room in the land” so that “patriotism and love of liberty be unceasingly taught.” An accompanying editorial in the publication stated that children should “be taught the duties we all owe to such a country as ours — to keep it pure and good.”

By 1890, the Youth’s Companion set a goal of a flag over every schoolhouse, hoping for thousands of new school children as subscribers as a result. The magazine breathlessly announced its plan, “Do you wish to raise a Flag over your schoolhouse? We can help your School raise the money for this purchase...we will send you 100 Certificates. Each pupil can easily dispose of one or more of these Certificates to interested friends and neighbors at 10 cents each. Follow this plan, and any school can raise $10.00 for a beautiful Flag....”

Just as the flag in every schoolhouse initiative was launched, the publisher hired Francis Bellamy, the former minister at his Baptist church, who had lost his preaching job because of his socialist sermons and radical views. Bellamy was assigned to work in the magazine’s premium department and his first task was promoting the schoolhouse flag campaign. Bellamy, who later went on to have a long career in advertising, transformed the simple subscription drive into a nationwide event which captured the public’s attention and undoubtedly would put the Publishers Clearinghouse to shame. He successfully leveraged the magazine’s distribution, which went to four hundred thousand households, to institute a national pledge movement.

Driven by his anti-immigrant bent and desire to indoctrinate the foreign-born children attending public schools, Bellamy lobbied politicians of the day to legislate mandatory daily pledge compliance in schools. He felt that a daily recitation of the pledge would promote loyalty to the country and ward off un Americanism.

The original text of the pledge was, “I pledge allegiance to my Flag and to the Republic for which it stands — one Nation indivisible — with Liberty and Justice for all.” Originally, the pledge was recited with a military salute — right hand lifted, palm downward. Concerns with the similarities to the Nazi salute led to the progression of the salute to the current hand over heart method. So, the next time you place your hand over your heart and start to recite, “I pledge allegiance to the flag…” remember to renew your favorite magazine subscription.

The Pitfalls Of CEO Pitchmen

In spite of the risks involved, many companies feature their CEOs in their advertising. The latest company to fall victim to this perilous practice is Capital Blue Cross, who was suddenly left without a spokesperson when Anita Smith resigned from the healthcare insurance provider. Smith was featured in countless TV commercials giving cutesy healthcare tips and giggling with Blue Man, the company’s mascot. Now Capital is faced with revamping their entire ad campaign.

Most CEOs, for all their talents, don’t have the charisma to really connect with consumers. To be effective, a spokesperson must be able to communicate with the audience in an honest way that conveys a sincere belief in the product or service. Their performance also has to be compelling enough to stand out among the onslaught of competing advertising. Another complication is the public’s growing distaste for CEOs who are perceived to be the instigators of accounting scandals and the beneficiaries of obscenely inflated compensation packages.

That’s not to say that some corporate leaders haven’t successfully pulled off being pitchman. Most notably, Dave Thomas of Wendy’s and Frank Perdue of Perdue Chicken. But even successful CEOs eventually succumb to the inevitable – death or departure from the company. Since the death of Dave Thomas, Wendy’s has never been able to regain its advertising stride. Some companies grow so desperate to retain their long-gone CEO spokesperson that they resurrect them from the dead – like the creepy animated advertising of popcorn purveyor Orville Redenbacher

A safer bet for corporate spokesperson is a professional actor. You can always find a replacement for the Maytag repairman, when their contract is done. Or better yet, an animated mascot that you can give period facelifts to keep up with the times.

Heard Of Aural Logos?

Believe it or not everyone has heard of, or just plain heard, an aural logo. Aural logos are sounds or musical notes that are used to represent a company. You’ve been hearing them for years and just didn’t realize they had a name.

Some kind of visual identity is the first thing that comes to mind when we think in terms of trademarked logos, but sound trademarks or “sound marks” exist as well. One trademarked sound is the New York Stock Exchange “bell” which was first used in 1903.

One of the most recognized aural logos is NBC’s three note chime. Originally, starting during the golden age of NBC radio, the three note G-E-C sequence was tapped out by announcers prior to the start of a new program. Nextel cell phone users would immediately recognize the company’s push to talk “beeh-buhp” aural logo.