-Caveat Lector- http://www.nationalpost.com/ January 23, 2001 Military scraps 'fetish' ad Jack Aubry Ottawa Citizen OTTAWA - The Department of National Defence recently came close to running an advertisement claiming the vast majority of Canadians have a "uniform fetish." Only strong negative reaction from focus groups stopped the department from running the ad in major Canadian newspapers last fall as part of its aggressive recruitment drive. The proposed ad featured a large headline reading, "83% of Canadians have a uniform fetish," on a bright, red background. The text underneath did not directly mention the headline, instead referring to the military's direct entry officer program, which guarantees a lieutenant/captain position to selected applicants with a bachelor's degree. Defence officials are warning that the shortage of full-time Canadian Forces personnel will reach crisis levels in the next four years and are asking for a $15-million increase to their $5-million advertising budget to help lure recruits. Focus groups conducted by the firm Marché Createc reacted negatively not only to the headline, but also to text in the ad advising possible recruits not to "waste your time climbing the corporate ladder." The groups said it was an insult to anyone working for a corporation. Grégoire Gollin, who oversaw the focus groups for Createc, said the Department of National Defence was advised to scrap the print ad. Although it initially succeeds in attracting attention to the department, he said, the overall reaction was negative because the message was confusing and made people uncomfortable. "From the reaction we got for the ad, we concluded the ad was a failure that would be very risky to use," Mr. Gollin said. Createc's report to the department was based on four focus groups held in mid-October --two anglophone ones in Toronto and two francophone ones in Montreal -- involving a total of 37 participants. The report advised the Forces it would be wise to "completely redo" the attention-getting ad because it was considered risky in both cities. The ad was risky in Montreal because of the headline's sexual connotation. In Toronto, the ad would be somewhat risky because of the sexual connotation, "but mostly because of the perceived negative tone and content of the text." Captain Ian Grant, a military spokesman, said the ad agency had come up with the ad after it was asked by the military to "think outside the box and be creative." He said the ad may have struck some funny bones, but the focus groups clearly showed it did not meet the requirements for a successful campaign. "Some wondered where the 83% came from -- and if it was true," the report said. Capt. Grant said the percentage was made up in an attempt at humour. <A HREF="http://www.ctrl.org/">www.ctrl.org</A> DECLARATION & DISCLAIMER ========== CTRL is a discussion & informational exchange list. Proselytizing propagandic screeds are unwelcomed. Substance—not soap-boxing—please! These are sordid matters and 'conspiracy theory'—with its many half-truths, mis- directions and outright frauds—is used politically by different groups with major and minor effects spread throughout the spectrum of time and thought. That being said, CTRLgives no endorsement to the validity of posts, and always suggests to readers; be wary of what you read. CTRL gives no credence to Holocaust denial and nazi's need not apply. Let us please be civil and as always, Caveat Lector. ======================================================================== Archives Available at: http://peach.ease.lsoft.com/archives/ctrl.html <A HREF="http://peach.ease.lsoft.com/archives/ctrl.html">Archives of [EMAIL PROTECTED]</A> http:[EMAIL PROTECTED]/ <A HREF="http:[EMAIL PROTECTED]/">ctrl</A> ======================================================================== To subscribe to Conspiracy Theory Research List[CTRL] send email: SUBSCRIBE CTRL [to:] [EMAIL PROTECTED] To UNsubscribe to Conspiracy Theory Research List[CTRL] send email: SIGNOFF CTRL [to:] [EMAIL PROTECTED] Om
