Is The Tea Party A Hot Target Audience?

I’m not sure I buy this argument, but The Washington Post takes a look at a new wave of ads that seem to appeal to the “Tea Party” movement:

There’s nothing new about patriotic commercials, especially near the Fourth of July. But Dodge’s “Freedom” ad is a little different, with its direct appeal to the rebellious themes that define the “tea party” movement. Marketing consultants say the ad is one indication that the movement’s anger and energy have become part of the cultural conversation, making it a natural target for admakers.
It isn’t difficult to see why Chrysler would want to aim an ad at the tea party set. Its demographic — older, more conservative Americans — overlaps with a significant segment of Chrysler’s traditional customer base. Many of those potential buyers were not pleased that the Detroit automaker received more than $7 billion in federal bailout money last year. Anger about the bailouts is a favorite tea party topic.

I tend to think the Dodge spot is trying to appeal to the rebel in all of us, particularly around the 4th of July. And it’s true, patriotic-style ads are nothing new, selling everything from hot dogs to furniture. But marketers always look for whatever’s hot or popular to cash in on, and the Tea Party movement is fair game. It’ll be interesting to see if there’s a backlash to all this attempted mainpulation.



About Dan Goldgeier

Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. Dan is also a columnist for and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.