Explore the origins, semantic nuances, and cultural relevance of the phrase 'Run It Up the Flagpole (and See Who Salutes)' in advertising and beyond.
The phrase “run it up the flagpole (and see who salutes), let’s” is an idiomatic expression that suggests proposing an idea or plan to gauge the reaction or interest it generates. It is commonly used in contexts where feedback or approval is sought before proceeding further.
The origin of this phrase is attributed to the advertising industry of Madison Avenue in the mid-20th century. It metaphorically alludes to the act of raising a flag on a flagpole to see who acknowledges or salutes it, symbolizing the testing of new ideas or campaigns. The phrase gained prominence during the 1960s and was notably identified in a 1966 issue of The New Statesman, which highlighted its use among advertising professionals and political strategists. The expression reflects the experimental and feedback-oriented nature of advertising and marketing practices of that era.
Semantically, the phrase encapsulates the concept of experimentation and the solicitation of feedback. It implies a tentative approach, where an idea is presented without commitment to its full implementation. The phrase suggests openness to critique and the willingness to adapt based on responses received. It carries a connotation of informality and creativity, often associated with brainstorming sessions and strategic discussions.
In contemporary culture, “run it up the flagpole” is used in various professional and social contexts, particularly in business, marketing, and creative industries. It is employed to describe the process of testing ideas, whether in product development, advertising campaigns, or organizational strategies. The phrase has appeared in literature and media, reflecting its enduring relevance in discussions about innovation and feedback.
The phrase’s meaning remains relatively consistent across different contexts, though its formality may vary. In professional settings, it is often used in meetings and strategic planning sessions. Socially, it might be employed in casual discussions about ideas or plans among friends or colleagues.
Despite its origins in the mid-20th century, the phrase continues to be relevant, particularly in industries that value creativity and innovation. However, its usage has diminished somewhat, with simpler expressions like “run it by someone” gaining popularity. Durability rating: ★★★☆☆
“The decision was made—in the admen’s jargon that comes naturally to Tory strategists—to run it up the flagpole and see if anyone saluted.” - The New Statesman, March 25, 1966