Marketing the 'Made in USA' label - DC News FOX 5 DC WTTG

Marketing the 'Made in USA' label

Posted: Updated:
MYFOXNY.COM -

In its latest commercial, Apple shows attractive people smiling and laughing while carelessly tapping iPads and iPhones. Words on the screen read: "Designed in California." And a soothing voice says: "This is our signature. And it means everything."

It may mean everything, but it doesn't say everything. Yes, Apple designs its products in America, but it builds the majority of them in China.

At least one marketing expert thinks that could soon change.

"American consumers take a lot of pride in their country's ability to design, engineer and manufacture good, quality products," Oatworks CEO David Peters said.

In just the last couple of years, Peters said he has witnessed a shift in consumer spending habits: Now, even if they love it, if it's made overseas, more Americans seem willing to leave it.

"If they're undecided between two products which have very similar qualities, then I think it can tip the balance in favor the U.S.-manufactured product," Peters said.

And advertisers seem to have noticed.

Apple's looking to capitalize on the buy-American wave, Motorola's declaring independence from foreign manufacturing, and Chrysler continues to tout its red, white and blue-collar history.

Even New York -- with its gift shops packed with replicas of American icons all made overseas -- wants to reward the few, the proud, our nation's manufacturers.

"When you make things in America you make it in America," Rep. Steve Israel said at news conference in Long Island Wednesday. A new bill touted by the congressman would require national parks sell only merchandise made in the United States.

"[It's] a very simple and common-sense solution to creating jobs and regaining our manufacturing supremacy in the world," Israel said.

But -- as any founding father would point out -- declaring independence and earning one's freedom are two different things. Barbie dolls, Levi's jeans, Huffy bicycles, Converse All-Stars, Radio Flyer wagons, even our nation's Olympic uniforms all come from overseas factories. We've even outsourced our national pastime: Every one of the more than 100,000 Rawlings baseballs used annually in the major leagues is manufactured in Costa Rica.

Representative Israel would like to break up that monopoly and bring some of those products back home.

But Monopoly the board game? Dice and tokens made in China.

  • Your MoneyMore>>

  • Do mosquito-repellent apps really work?

    Do mosquito-repellent apps really work?

    Wednesday, July 23 2014 11:01 PM EDT2014-07-24 03:01:26 GMT
    What would you do if there was an app that repelled mosquitoes? Well, there are 2 free apps that claim they repel mosquitoes. The Android app from Prothoughts releases high-frequency sound that mosquitoes reportedly don't like. And you can select several frequencies up to 22 kilohertz.The iPhone app from Pico Brothers also claims to drive away mosquitoes. But this one says it cannot guarantee 100 percent success. We went to an expert to see if these types of apps really work.
    What would you do if there was an app that repelled mosquitoes? Well, there are 2 free apps that claim they repel mosquitoes. The Android app from Prothoughts releases high-frequency sound that mosquitoes reportedly don't like. And you can select several frequencies up to 22 kilohertz.The iPhone app from Pico Brothers also claims to drive away mosquitoes. But this one says it cannot guarantee 100 percent success. We went to an expert to see if these types of apps really work.
  • Latest wedding trends and tips

    Latest wedding trends and tips

    Wednesday, July 23 2014 10:35 PM EDT2014-07-24 02:35:07 GMT
    Summer is wedding season. Christal Young reports on some recent wedding trends. Kellee Khalil, the founder of a wedding search engine Lover.ly, gives her take on the trends and also shares some tips.
    Summer is wedding season. Christal Young reports on some recent wedding trends. Kellee Khalil, the founder of a wedding search engine Lover.ly, gives her take on the trends and also shares some tips.
  • The future of technology

    The future of technology

    Wednesday, July 23 2014 7:01 PM EDT2014-07-23 23:01:39 GMT
    For New Yorkers fed up with the nightmare otherwise known as traffic, a futuristic answer may be closer than you think: driverless cars.Gray Scott is a futurist with seriouswonder.com. He and his colleagues track the future of technology. He says driverless cars will be a reality.After launching Google Glass just months ago, Google is about to take vision innovation a step further.
    For New Yorkers fed up with the nightmare otherwise known as traffic, a futuristic answer may be closer than you think: driverless cars.Gray Scott is a futurist with seriouswonder.com. He and his colleagues track the future of technology. He says driverless cars will be a reality.After launching Google Glass just months ago, Google is about to take vision innovation a step further.
Powered by WorldNow

WTTG FOX 5 & myfoxdc
5151 Wisconsin Ave. NW
Washington, DC 20016
Main Number: (202) 244-5151
Newsroom: (202) 895-3000
fox5tips@wttg.com

Didn't find what you were looking for?
All content © Copyright 2000 - 2014 Fox Television Stations, Inc. and Worldnow. All Rights Reserved.
Privacy Policy | Terms of Service | Ad Choices