Marketing to the Modern Soldier

I was at the movies earlier today seeing Burn After Reading when I came upon this riveting commercial during the previews. Of course, I was pumping my fists in the air and shouting pro-America slogans by the end of it, but I still have no intention of joining the military. Maybe it’s just me.

Yet, in retrospect, the episode represented more than just the methods by which the military attempts to garner recruits. I studied the advertisement again once I returned to the Bro Palace, and concluded that it reveals certain characteristics of the American psyche. If you will remember, one of my recent posts detailed how the culture of the United States prohibits the maximization of the armed forces’ ability. This video, for all its grit and glory, personifies that notion; though Kid Rock screeches like an owl scaring away its predators, and recruits are shown driving racecars and humvees, no actual combat is depicted. I imagine that type of brutal honesty doesn’t appeal to American audiences. Compare it to this British Army advertisement. They make no apologies for what it takes to be a Redcoat, and it results in an army more in-tune with the customs of modern warfare.

These commercials also represent the capabilities of each nation, as well as cultural norms. This Russian army ad has the production quality of most American ads, yet it relies more on sex appeal and youthful fun and less on American toughness or British honor. Now, weigh that against this ridiculous commercial from the Ukraine. It plays upon the same incentive as the Russian ad, but in a significantly campier and transparent way. It certainly doesn't say much for Ukrainian PR techniques. That was just pathetic, and believe me, I’ve seen plenty of pathetic things in my time.

But then again, it’s from the same region of the world that produced Dostoevsky and Chekhov. I guess it’s good to see something lighthearted for a change.

The cultural differences shown in these ads reflect the reality that different populations are affected by different stimuli. The causes of this are numerous: differing histories, ways of life, societal aspirations, interpersonal influences, personal experiences, etc. Yet, the very fact that governments must now peddle military service to their citizens reflects an even greater generational change in society, one that steers away from nationalism and loyalty and towards individualism and personal benefit.