Jean-Marc Perreault wrote:
> The ads were from the ARMY, and
> let me tell you, I almost felt like joining right after seeing it!
> (well, not really, but I tried to notice my "emotional" response to the
> ad). It was quite glamorized. They really try to access one's feelings
> of belonging, pride, heroism. After the commercial, I almost felt like I
> could save the world, only if I joined the forces!
This morning's NYTimes had an excellent (in my opinion) ad for the US
National Guard, emphasizing its cost effectiveness. The theme was
essentially "look at all that we do with just 4% of the US military budget"
(okay, I imagine I could do quite bit with that as well, but the idea was
pretty strong...). The best part was that having told the reader that they
get just 4% of the budget, they pointed out that they provide large
proportions of certain military services (e.g., "55% of the Air Force's air
lift capability"). I wonder how the regular military respond to an ad like
that, though. And obviously they'd carefully picked out their strong points,
but then, why run an ad if you're not going to do that?
Paul Smith
Alverno College
Milwaukee
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