I work with the Army on a regular basis and they paid some big dollars to contract with marketing firms to help them refine their recruiting campaign.
my understanding is that the Army adopted the marketing idea for the "Army of One" slogan as their answer to attracting the "gen X" type of recruit who, in their mind (the Army's), wants to be recognized and part of a team, but not lose their identity. Of course, since it's only a recruiting campaign, it isn't really meant to be a picture of the real Army - Let the buyer beware!!! And actually, the Army is pretty slick because, depending on what their target audience is, they adjust the message and so they actually have several "hooks" and they advertise differently in different types of magazines, tv ads, and regional markets. The "Army of One" isn't the only message they use. Haydee Gelpi Broward Community College Florida -----Original Message----- From: Kenneth M. Steele [mailto:[EMAIL PROTECTED] Sent: Wednesday, September 10, 2003 4:27 PM To: Teaching in the Psychological Sciences Subject: Re: New Military Image On Wed, 10 Sep 2003 13:40:11 -0400 Deb Briihl <[EMAIL PROTECTED]> wrote: > BTW, many of the military families find the Army's new slogan "An Army of > One" to be untrue - one of the first things that they pound into your head > is that you are a cohesive unit not an individual. > I have wondered who reviewed and approved that slogan since it seems so contrary to what I know about military training. Ken ---------------------- Kenneth M. Steele, Ph.D. [EMAIL PROTECTED] Dept. of Psychology Appalachian State University Boone, NC 28608 USA --- You are currently subscribed to tips as: [EMAIL PROTECTED] To unsubscribe send a blank email to [EMAIL PROTECTED] --- You are currently subscribed to tips as: [EMAIL PROTECTED] To unsubscribe send a blank email to [EMAIL PROTECTED]
