Special Issue Paper
When satire is serious: how political cartoons impact a country's brand
Article first published online: 18 JUL 2011
Copyright © 2011 John Wiley & Sons, Ltd.
Journal of Public Affairs
Special Issue: Cartoons and Political Marketing: Challenges in an Age of New Media
Volume 11, Issue 3, pages 148–155, August 2011
How to Cite
Bigi, A., Plangger, K., Bonera, M. and Campbell, C. L. (2011), When satire is serious: how political cartoons impact a country's brand. J. Publ. Aff., 11: 148–155. doi: 10.1002/pa.403
- Issue published online: 18 JUL 2011
- Article first published online: 18 JUL 2011
This article examines the case of Italy's Mr. Berlusconi's indiscretions and the effect his scandals have played in the decline of the Italian national brand. National brands are the perceived added value that international consumers place on that country and its products and services. An analysis of recent political cartoons will provide insight into international attitudes regarding Mr. Berlusconi's political and social actions. From this investigation, the authors conclude that a country's political leader's negative image and reputation can have a large negative impact on national brand equity abroad. Copyright © 2011 John Wiley & Sons, Ltd.