GOARMY ADS

The other day I was flipping through Sports Illustrated (11/08/04 issue, pg 29) and noticed a recruitment advertisment for the US Army.  A few days later, I happened upon another recruitment ad for the Army on the back cover of People magazine (11/22/04 issue).  Of course the US military branches have long run recruitment ads in popular magazines for as long as I can remember.  But what seemed unique to me was the message that was being used. What is most important, is that in these ADs yhey aren't recruiting soldiers, they are recruiting parents to encourage their children to become soldiers.

More after the break....

I don't have the equipment to scan these up for readers to see (maybe someone else would be willing to do so) but I think this is an important issue to discuss. (BTW- The use of all capitalizations is not my choice; it is how the ads are structured.)

In Ad #1 there is a picture of a young white man in a baseball cap in close-up, behind him slightly blurred is an older white man intended, I'm sure, to appear to be his father.  The caption of the ad is "YOU ALWAYS HOPED HE WOULD END UP RUNNING WITH THE RIGHT CROWD, BUT DID YOU EVER THINK HE'D ALSO BE LEADING IT? He'll experience the most challenging training, use the latest technology, and get the strongest support.  Before long, he'll discover he has become one of tomorrow's leaders.  Encourage him to consider becoming a Soldier--AN ARMY OF ONE."

In Ad # 2 there is a picture of an African-American father and son, with the father resting his hand on the son's shoulder.  The caption for this one reads "YOU TAUGHT HIM ABOUT RESPECT, HONOR AND COURAGE.  IS IT ANY SURPRISE THAT NOW HE WANTS TO USE THEM? He'll experience the most challenging training, use the latest technology and get the strongest support.  Every drill and every mission will reinforce in him that character always leads to success.  Encourage him to consider becoming a Soldier--AN ARMY OF ONE.

It seems clear to me that these ads are aimed at recruiting young people through their parents.  I am relatively sure I have never seen this type of recruitment occurring before.  I would love to hear other opinions and experiences on this and any other similar ads others have seen.

I have my suspicions and theories as to why this is occurring now. First, I think the recruitment numbers are falling way short of what is needed and they are desperately trying to make up for the shortfall through aggressive marketing to potential soldiers PARENTS.  Second, I think this may be a way of trying to bolster older generational support for a war that young people are dying in, much like was seen in the Vietnam era where older Americans generally at least initially supported US action, while young people did not.  And finally, I think it might be a harbinger to a draft and an attempt at a softening measure with parents when they do go ahead and institute the draft.  Like, "we aren't sending your son/daughter of to war; we are sending them off to be better men/women just like you've always wanted them to be."  Because when they do institute another draft, they have to have parental support, otherwise it ain't gonna happen, not without serious and severe revolt, IMHO.