Change. Over the past year Americans have learned to associate this single, simple word with hope, political reform, and a particular individual who promised both. Though the word is neither new, trademarked, nor rarely used, through successful marketing the word change has been universally associated with a single politician and his political ideals. While this is an example of a positive, effective, and universal word association, I have recently come across what I feel to be a less successful attempt. I recently saw this year’s holiday TV commercial from Macy's, and admittedly was not impressed. The commercial aims to highlight 150 years of Americans associating the department store as the best place to shop, particularly during the holidays. This is done through the use of old movie footage, clips from classic television, and footage of Macy’s sponsored holiday events. Call me bitter, but I am still not over Macy’s takeover of Marshall Field’s. I have always lived in Chicago and when I think of the holidays and holiday shopping, I will always think of Marshall Field’s, the holiday window displays, the giant tree, and the Walnut Room. In my opinion this nationally aired commercial didn’t effectively reach its goal, instead of evoking a universal feelings of familiarity and nostalgia, it reinforces Macy’s historic association as a New York staple. To master the use of word association as a marketing tool, the association must be universal among the audience to be successful.
Megan Warren, Media Coordinator
