Scott Dirnberger

To me, patriotism isn’t a frivolous platitude that gets tossed around a few times per year or at times of national crisis, nor is it a platform from which to spout off personal opinions regarding the U.S. involvement in foreign countries. In my opinion, all Americans ought to be patriots and do what we can at home to show our support of the country and our appreciation for the efforts of those in the military, fire/rescue, and police, who put their lives on the line each day in service to us, the American people.

One way I believe this can be done is for all Americans to remember, or learn, the reasons behind our national holidays and to hold the truth of those reasons in our hearts.

Needless to say, I found this year’s Independence Day television advertisements by Old Navy highly offensive. In the commercial, Old Navy changes the words of the patriotic song, America. It is a song with which the author, seminarian Samuel Francis Smith, wished to portray a peaceful homage to the nation with such words as, “My country tis of thee, sweet land of liberty.” The commercial’s version is sung to the correct melody, but their words are, “Old Navy tis of thee, sweet land of buy two items and get a third one free.”

Retailers and marketers have even been commercializing religious holidays for years, turning a great celebration into a months-long capitalist shopping spree beginning on Black Friday, the day after we offer “thanks” to the Lord for His many blessings.

There are solemn reasons that our nation’s forefathers deemed these days significant enough to have hung a “Closed for the day” sign on this industrial giant’s door, giving the nation a day to recognize the importance of each of these celebrations and tributes. While sales and retail commercials are a given around national holidays, marketers need to keep the spirit of these special days intact and commercials need to reinforce not degrade the purpose.

Is it required that marketing remove all depth and meaning from our national holidays in order to worship the almighty dollar?

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Animationfactory.com