Tuesday, July 2, 2002 | 8:18 a.m.
Country singer Lee Greenwood said it best: "I'm proud to be an American."
From the looks of many mail-order catalog offerings, so is the rest of the nation.
How else to explain Precious Moments America's Guardian Angel, a solemn, childlike angel clutching Old Glory in both hands?
Or the Patriotic Birdhouse, a wooden home for pro-America fowl, with red and white stripes painted on its roof, and white stars on a blue background painted on the structure.
What about the Stars & Stripes Eyeglass Holder, "God Bless America" Tattoos, Lady Liberty Tassel or the foam Let Freedom Ring craft kit?
And what home or office is complete without a small sculpture depicting the famous photo of the three New York City firemen raising the American flag amid the rubble of the World Trade Center? It is a "handpainted resin sculpture ... mounted on a walnut-finish wooden base and accented with a fabric flag." So reads the accompanying product copy. It is also a limited edition and comes with a certificate of authenticity.
Uncle Sam would not approve. Or would he?
Patriotism is now sold as corn picks, bubble lights, vinyl bendable characters, yard decorations, note pads, doorknob hangers and even Santa Claus dressed as a musical patriot figurine.
Apparently even the worldly Saint Nick is not above showing his support to the good ol' U.S. of A.
Is nothing sacred in the pursuit of patriotism?
Not when it comes to sales, said Jack Schibrowsky, a professor of marketing at the University of Nevada, Las Vegas. He said retailers are simply taking advantage of the current pro-U.S. fervor gripping the nation post-Sept. 11.
"This is what marketers refer to as 'experiential product,'" Schibrowsky said. "These are products that are emotional, such as theme parks and scary movies. The idea behind them is to create some emotional level in you; 'I want you to think about this product,' is what this is."
He has a point. It is difficult not to notice the Foam-Filled Cotton Sequin Patriotic Jumbo Hat, Sequin Patriotic Neckties, USA Flag Wrapped Buttermints or the True Colors standard tennis shoes covered with American flags.
"I'm not all that surprised by these things as they come along," Schibrowsky said. "I really don't think the manufacturers are trying to produce things in base taste. But sometimes in their exuberance they make things we think is over the line."
Such as the Patriotic Coverup, a long women's T-shirt with a front-and-back illustration of a curvaceous body sporting an American flag bikini top and thong.
But Linda Jacobs, merchandising manager for The Lighter Side, a mail-order company based south of Tampa, Fla., defends the product.
"It's a whimsical look at patriotism," Jacobs said. "We wouldn't do anything that's inappropriate or too risque. Those coverups don't seem to offend people. It's something that's fun to wear to the beach and show patriotism."
Still, she acknowledged the stars-and-stripes coverup is unusual, even from a company that sells The World's Toughest Hamster (a mechanical rodent equipped with nunchucks), Desktop Water Dispenser and The Throne bathroom mat.
"Most patriotic items are warm and fuzzy," Jacobs said. "That's about as far as we'd go with it."
Debbie Webb, though, said she is bothered by an American flag thong -- whether drawn on a T-shirt or the real item.
Author of "I Pledge Allegiance: A Recommitment to America" (Phenix and Phenix, $11.99), Webb said there should be limits to the types of products that represent U.S. pride.
"I think this is a question the public is raising: Should we reduce patriotism to decorative paraphernalia and garments ... or should we dignify the flag with a certain status?" she said. "Personally, I'm a passionate patriot. I wish those would be done with exquisite taste and a lot of discretion."
Webb insists true patriots are not purchasing such products as American flag mailbox covers and magnetic flag notepads.
"Those people whom I regard and hold in high respect are patriots from the inside out," she said. "They don't need to flaunt it in those ways."
But many of the companies that sell the patriotic merchandise argue they are simply selling what Americans want. The demand for American flag socks, tablecloths, charm bracelets, et al., is creating the supply.
"We always try to meet consumer needs," said Joan Lukas, corporate communications manager with the Omaha, Neb.-based catalog group Oriental Trading Co. Inc. "We always try to provide products consumers want. We also try to create products people are asking for."
Which means consumers are responsible for the George Bush Bobbing Head, patriotic-themed windsocks and the red-white-and-blue clad animated cowboy that sings Greenwood's "God Bless the USA."
Schibrowsky said much of the merchandise popularity stems from a more psychological personal need than a purely functional one.
He said with the ongoing patriotic spirit, displaying pro-U.S. trinkets, clothes and other attention-grabbing products becomes more than a statement, it is a contest. It is a way to one-up friends and neighbors by flaunting patriotism with an "I Love America" barbecue apron or a Surrounded With Spirit beaded charm bracelet.
"It helps the notion of your self-image," Schibrowsky said. "You want to present yourself to others as being patriotic."
He also said this "patriotic peer pressure" will probably not last much longer than the first anniversary of Sept. 11.
"Most fads have a fairly short shelf life," Schibrowsky said. "And this particular fad will have a short shelf life as well."
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