The US Army and Army Reserve has been doing a major advertising campaign, trying to entice young men (women too, but primarily men) to enlist. I can understand the need, given the shortage of soldiers and the invasion and occupation of two middle-east countries, but I really think they need some help with marketing. Shampoo ads, no matter how cheap the product, always show men and women with gorgeous, gleaming hair – supposedly representative of product users. That’s what entices the consumer to run out and purchase the shampoo.
The US Army Reserve ads are slightly less inspiring. Take this web-ad that you’ll see here n’ there, which chronicals the past, present, and future professional-life victories one young man has achieved. When the biggest immediate perk to joining the Army Reserve is the chance that you can lead a “full civilian life,” it’s not worth it. Join the Army Reserves… and you might actually survive.
Please note, this is not their original ad, as I enhanced the phrase in question, and edited the ending. Oh, and if your target market is low-income Christian right-wingers, don’t choose Staff Sergeant PAGAN as your poster boy. It’s a subliminal thing. “Lt. Gonna Liveforever” would probably be a better choice. A guy who’s gone on to become an engineer, or a teacher would even be better than someone who’s managed to “live a full civilian life.” I wonder what their penal-industry promotions are like. “Become a corrections officer in the American Prison system: There’s a good chance you won’t get shivved!”
