(NOTE: I am writing this post on January 2nd, 2010… almost a year before it will publish.  As I write it… I wonder if the wars in Iraq and Afganistan will still be ongoing.)

Last year Christmastime, Gin and Tacos highlighted this Walmart commercial:

He writes:

That commercial has nothing to do with Wal-Mart. It tells you nothing about its products, services, prices, or policies. It’s just sentimental pap, a cheap effort to bypass logic and score points on an emotional level.

Indeed, Walmart is attempting to associate its company with the admiration inspired by those risking their lives in war.  Why this doesn’t result in a strong and consequential backlash is lost on me.

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.