During a journey into America's hinterlands, days after the September 11th attacks in New York and Washington DC, a Cowboy.com ad (a software company) is seen on top of a pole at the roadside on Highway 27 in Mt Airy, near Baltimore, Maryland. At a time when a show of unity and patriotic support was important to Americans, many sought to express their anger and patriotic duty to send clear messages to those held responsible. "Don't Mess with the USA" was a favourite message but this internet company's cowboy advert complete with stetson and mirrored glasses was also a popular motif favouring aggressive replies.
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