Flag Waving Could Backfire

As the war began, advertisers and their agencies grappled last week with the question of what kinds of creative work would be appropriate to run. And while most plans still had not been finalized by week’s end, a number of observers agreed on one point in particular: Unlike after 9/11, when patriotism was an effective tactic, appeals to national pride may not work this time.

“If I were an advertiser working on a big campaign right now, I’d really play it cool at this point,” said Robert J.