The 10th anniversary of 9/11 is fast approaching, and Madison Avenue has come alive with different activities involving all sectors wanting to commemorate the event that shook the world in 2001.

As expected, media companies, advertising agencies, marketers and other groups are busy with fund-raisers, sponsorships, screenings, and other projects. Some of the noted participants include American Express, Chrysler, Clear Channel, Verizon Discovery Communications, General Motors, Google, Home Depot, National Geographic, and Time Warner. But, in the midst of the numerous events there is a call for individuals and groups to be conscious of the real meaning of 9/11, and to refrain from taking advantage of the event and doing anything crude or tasteless, said a New York Times report.

According to the report, experts are expressing concern on whether people will be able to distinguish between the significance of a 9/11 television special or a commemorative publication, and a 9/11 memorial wine or replicas of the World Trade Center Twin Towers.

"On one level, you want to convey a sense of empathy and sympathy and patriotism," Ms. Salzman said. "On another level, there's a belief that every milestone in American history has been turned into a marketing opportunity." Marian Salzman, author and chief executive at Euro RSCG Worldwide. "My advice would be to go dark. There's no place for brands to live."

According to The New York Times, some brands have made 9/11 commemorative products, including the 9/11 Memorial commemorative merlot and chardonnay by Lieb Family Cellars. The winery promises to donate up to 10 percent of its proceeds to the National September 11 Memorial and Museum.

The New York Sports Club has made a discount offer (from $99/month to $20/month) to fire fighters, police officers and military and emergency medical workers.

Other media companies are more careful of their product being branded as a 9/11 spin-off.

"This is a subject none of us wants to think of as commercial," said Pamela Maffei McCarthy, deputy editor of The New Yorker, part of Condé Nast, which is publishing an e-book, "After 9/11," collecting the magazine's coverage of the terrorist attacks and their aftermath.

Ms. McCarthy adds that the e-book, which costs $7.99, is meant for people in their 20s who missed accounts of September 11, 2001. She adds that through the e-book, anyone older can revisit the historical event.

The members of Action America encourages everyone to make September 11 a national day of service.

"We're hoping to rise above the skepticism consumers have with brands that are associating themselves with 9/11," said Lori Senecal, chief executive of Kirshenbaum Bond Senecal & Partners agency, MDC Partners.

Remember 9/11

The organization 9-11 Healing and Remembrance also encourages each person to actively emerge oneself in honoring the tragedy and glory of 9/11.

"We encourage you to participate and attend commemorative events to help you on the path to healing. There are many different events being held in local communities - you may want to participate in one of those. Attending 9-11 10th anniversary events gives the opportunity to honor those who were lost. These gatherings allow the community to share their stories, bond with others who have gone through similar experiences and give the space to express emotions," said the 9-11healingandremembrance.org Web site.