You know the new Army ads on TV, with the computer-generated chick? I wonder what age group they are really aimed at. It seems to me that a challenge to do sit-ups during the break or download an Army game from the website is more likely to be taken up by a 14-15 yr old male than an adult.
The ads offer nothing in the way of encouragement to improve their life skills, education or career prospects, unlike the Navy ads. The Army seems to rely on instilling a sense of competition and being 'hard', rather than explaining the different roles of medics, engineers and so forth.
On a different topic, I have a business idea aimed at women, especially women business travelers. The Garment Junction works like this: Say you are in need of a ball dress but anything you want is too expensive. You go along to the GJ and you have a choice - hire any garment of your choice for $75/per 24 hours, OR - donate a piece of designer or heirloom clothing from your own closets.
For women travelling on business, knowing that they can get designer clothes easily and cheaply rather than having to pack 2 weeks' worth of clothes. For women who want a one-off piece for an event, or are looking for something way outside their actual budget, it'd be a great opportunity.
The Army ads used to be done by Haines, who were recruitment advertising specialists.
Nowadays they are done by Saatchi & Saatchi, who are bastards.
Posted by: Pearce at October 11, 2005 05:40 PMYeah, I notice a distinctly different timbre to, say, the Navy ads.
The USA is having largish problems trying to maintain an all-volunteer force in war-time, particularly since the Pentagon can't supply ceramic plate armour to the troops...
Posted by: phreq at October 11, 2005 06:34 PMI am writing an essay about the computer simulated adverts. And what sort of methods the nz army used to enlist people through advertising methods prior to 1995. Can anyone point me in the right direction as to where to get some more info on these ads and previous devices used by the army. Also scary methods the US army use that would also be helpful.
Other things i am interested in are xbox war games and how these are almost a form of training for young kids.
Posted by: maia mcdonald at May 24, 2006 04:42 PM