Turns out that the long standing Be All that You Can Be ad campaign, while still a morale-boosting touchstone for those already in the military, was no longer too effective for recruiting new youngsters. But that catchy little jingle was ubiquitious enough to become hard-wired into the collective unconscious.
In any case, the new ad campaign disgusts me, on several levels.
If you've ever seen Private Benjamin, you may recall that Goldie Hawn, a spoiled Jap, marries a guy who dies on their wedding night and then escapes into the military to get away from it all. Her recruiter plays up army life as a kind of country club, and she envisions herself basking in luxe suite accomodations, with ample time to kick back, try on new shades of lipstick, and do her nails. The reality hits her, and hits her hard, on her first morning of basic, when the tough female drill sergeant literally slings her and her mattress onto the floor after she tries to snuggle and snooze through wake up call. She tries to convince the brass that there's been some mixup — some terrible mistake — she must be in the wrong company. But she's stuck, and she does, indeed, become a fine figure of a woman, after numerous Lucille Ball style misadventures.
This may be very funny, but I know of at least one woman who was similarly misled by her recruiter, and it was definitely no joke. In a word, she was lied to and swindled. And I'm sure she's far from the only one.
I can only wonder how many millions are spent on these ad spots. Don't even get me started on that.
Originally posted in Shithouse rat.
Article comments
— go to most recent comments1 - RedTard
If you don't like the ads, don't join. Your kind never have been interested in defending freedom, only destroying it.
Those ads are free speech whether you enjoy them or not.
2 - Elvira Black
RedTard:
Thank you for opening up the floor for reasoned discussion.
Shall I state the obvious?
Of course these ads are free speech (although I'm not sure who's exactly paying for those probably not-so-free ads. If it's the army, it might be nice if they could save a little so the men and women over there can have enough of the proper equipment and protective gear available to do the job they were sent to do.)
I will always defend free speech--which is why it is also my right and privilege, as a US citizen, to express my annoyance or even outrage as I see fit. Just as you do.
Unlike the Vietnam conflict, I get the distinct impression that most citizens, no matter where they stand on the war in Iraq, support those young people who were/are brave enough to risk their lives. I only hope that when they return as vets, that our government and country gives them the appreciation and care they deserve. I predict a lot of cases of PTSD, just for starters. I'm tired of seeing VA funds allegedly cut (only saying allegedly because I don't have any stats in front of me, but do know a vet who's had to endure the effect of staff cuts over the past few years).
What, exactly, constitutes "your kind," anyway, RedTard?
3 - Andy Marsh
I was duped into the Navy...4 fucking times! I kept reenlisting and reenlisting and reenlisting!
I "joined the Navy...to see the world"...and I did just that...I have been ALL over the world!
They are trying to "sell" something....I guess they figured they had to target that audience that's been telling young kids not to join...mainly...their parents...
4 - RedTard
I may have you incorrectly labeled. Would you support a state legislator who pushed to ban those ads?
If so, then you pay only lip service to free speech. Many liberals (which is where I was lumping you) try and place free speech restrictions on when and where the military is allowed to recruit.
As a military veteran I am familiar with the types of people who volunteer and their political positions. I am also very glad I responded to the recruiting ads and am thouroughly satisfied with my experience in the service. I honestly believe it is a good option for just the type of people those ads are targeting.
5 - Elvira Black
Andy:
Yes, some people who've been in the military have told me that they were exposed to valuable opportunities. But I'm assuming your stay was not during wartime, when the Army desperately needs recruits and seemingly will do almost anything to get them.
I feel great also feel great compassion for those who did join up thinking their stay would be for "x" amount of time, only to find out they must stay longer than planned. Another misrepresentation, perhaps?
6 - Catana
Hmmm. Doncha just love people who start out with "your kind?" Or who equate their personal experience with the whole ball of wax?
7 - Andy Marsh
Nah - it was good for me. I did 20 years...the Navy isn't really the military though...it's the navy...we never marched anywhere after bootcamp. You don't salute underway...you don't wear a cover (hat) underway...different kinda atmosphere.
I learned electronics in the navy...I learned how to be an instructor and write curriculum...all things I've used since I retired.
They did lie to me though...I always said I was gonna do 20 to the day...then I found out I had to go till the end of the month...that meant I had to do 20 years and 3 days! Fuckers!
It was the best thing I ever did for myself! Punk ass that I am!
8 - elvira Black
RedTard:
No, I would not support any legislation that would compromise free speech. As I mentioned in another recent post which you've also commented to, I do not consider myself a liberal, but perhaps a libertarian. Not the same thing.
Plus which, libertarians vary widely in their support or opposition to many issues, so I think it's harder to pigeonhole them in many ways. I hate being stereotyped, don't you?
Yes, the military has provided young people with educational and career/economic opportunities. However, this is wartime, and the army needs every recruit they can get over there right now. If these young people make it back in one piece, perhaps they will be able to enjoy some of the benefits you speak of. I'm assuming, of course, that you are not an active recruit at present.
9 - Elvira Black
Catana:
Ah, yes, well...all in a day's rant...
Andy:
Yep, can't say I'm seeing too many navy ads on TV myself. I'm glad that it worked out well for you, though. I hear the retirement benefits aren't too shabby if you can stick it out.
10 - Andy Marsh
They pay my mortgage! And my family and I will ALWAYS have health care...can't ask for much more than that!
11 - RedTard
Everyone hates stereotypes, unfortunately they often have a kernel of truth which makes them even more frustrating. When it comes to political arguments people tend to choose a side and stick with it on the vast majority of points. They are afraid to give in on a single topic because they feel it would undermine their complete ideology.
Your abortion topic is a perfect example. I argue from a 'pro-life' perspective even though the only issue that really bothers me is late term abortions. You argue as a 'pro-choice' individual even though you admitted you are uncomfortable about the same thing. In reality, our positions are very similar but we find ourselves on different sides.
12 - Justin Berry
Elvira- My time in the USMC was spent in both war and peace. It was one of the greatest things Ive ever been involved in. I very seriously regret ending my active service. When you speak to an active soldier, sailor, airman, Marine, you can immediately sense a difference in their character and demeanor. They are more respectful of everyone and more thankful for the sacrifices of those that gave them the honor of being free.
13 - Elvira Black
Andy:
Yep! My b/f comes from a "military family"--he, his dad, and two out of three brothers served (the third has very poor eyesight). Can't say I'd choose that as a career path myself, but they were not a well-off family and couldn't afford to send the kids to college, etc.
One bro got his college degree (I believe via the GI bill); another recently retired and gets a decent pension; and my b/f gets totally free health care and benefits from the VA, even though he didn't see action due to an honorable discharge in AIT(?) after suffering a "million dollar wound" (badly broken arm). He is a Vietnam era vet, and his intended specialty was medic, as he wanted to try to help people rather than blow them up. Not a gung ho warmonger to say the least, but he nonetheless enlisted at 17 (had to get his father to sign off on that). But they were glad to take him.
Hey, treating our vets right--it's the least they/we can do, IMHO.
14 - Elvira Black
RedTard:
Ah, the irony--- no?
I would rather not view it as being on totally opposite sides. That's why I hate when people come out swinging, as they often do. My main bone of contention was that effective birth control could eliminate some of the need for all this fighting over abortion, and reduce abortions as well. But that's not the topic here...lol...
Justin:
I know wherof you speak...my b/f's family are some of the finest, most respectful people I've ever had the pleasure to meet, and I suspect their military background had a little something to do with that. Plus, my b/f still keeps his apartment scrupulously clean as a result of all that training and discipline, and I ain't complaining...
15 - Justin Berry
So why does the Armys' recruiting ads raise your ire to the point of boils on your butt? Would your boyfriend be the same person if not for his experience? (AIT, Advanced Infantry Training, post boot camp) Like it or not your boyfriend was changed during his war-monger days and if not he would be a different person, maybe not the person you know and like.
16 - Elvira Black
Justin:
I simply feel that the current ads (though I don't see them as often as I used to) are very misleading. On the other hand, some of those who've been there and done that in the service have told me that you have to read the fine print before you sign on the dotted line, and everyone knows the risks involved. But are the touted benefits likely to be as available at this time?
To me, it seems super-desperate (and it is) to aim this campaign at the parents. When the ads imply things like training, money for college, and staying home "until they need me"( in the reserves), I just don't think it is a very forthcoming message at the present time.
But of course, like all advertising, the principle of caveat emptor always applies. So be it.
17 - Elvira Black
Justin:
P.S.: My b/f also knows quite a few (as he calls them) "old broken down vets" whose experiences left them scarred for life. After World War II, during which he served with great honor and valor, his father had screaming nightmares each and every night as my b/f was growing up. At the time, PTSD was simply called "shell shock," and most vets of the time would have been too proud/ashamed to seek therapy for their traumas.
A number of BG's Vietnam era contemporaries are in very poor shape mentally and emotionally. Many are substance abusers, and though some get 100 percent disability, they are often flat broke since they use their entire pension for drugs. It's sad, but true--not everyone emerges from the service as a stronger man or woman, though I'm sure many do.
18 - Justin Berry
I am the only son in a single parent home. I wish the military had targeted my mother. I had to do it myself she could see no redeeming qualities in the military. She was woefully uninformed, by the likes of Jane Fonda et. al. I believe you are also uninformed I know of atl least 5 soldiers in the reserves that are not overseas. So it is plausible that the actor would be home until they needed him.
19 - elvira Black
Justin:
Point well taken...however, I think it is somewhat more likely that those in the reserves will be called upon now, because at this point, I imagine that--esp considering the current low recruitment figures-- the army might, indeed, need them...
20 - Ruvy in Jerusalem
Elvira,
There is an alternative to those ads that burn you up so - it's called the draft. Would ads protesting the draft burn you up as much?
21 - Justin Berry
That is true, however the military requires many people who are not directly related to combat. All of the branches offer contracts where a qualified applicant can choose their own specialty if you score high enough on the ASVAB you can get a contract, if you dont qualify for a non-combat specialty and you dont want to actually fight for your country, DONT ENLIST. The thing that scared me most in combat was sharing a fighting hole with someone who was only there for the GI bill.
22 - Elvira Black
Ruvy:
The draft--oy vey. The ads burn me up, but that doesn't mean I want to censor them.
Justin:
Yes, as a matter of fact, one of my b/f's brothers was an MP; the other was clerical, although he did have to serve in Desert Shield. Sharing a fighting hole with that guy must have been pretty darn harrowing. Glad you made it outta there!
23 - chancelucky
What's telling about all the recruiting ads is that the army is having to recruit so hard right now. As many of you have pointed out, there are any number of benefits to prolonged service in the armed forces.
So why all the ads? Why all the stories about recruiters offering x-boxes, contacting youngsters by phone, telling them that they can choose their duty and where they serve?
IT's supposed to be a just cause, etc.
Why aren't more Americans being more patriotic by offering to put themselves on the line for their country, just like the president's daughters?
Why aren't the fraternities and sororities at major universities emptying out as they sign up to do their duty before they move on with their lives?
How is it that Pat Tillman remains the only active athlete in a major sport to join up?
24 - ArmyGirl
It seems those recruiting ads are working.
25 - sr
Elvira. Your name reminds me of a great early rock @ roll song. Can not remember the artist or the date. Chuck Berry comes to mind. HELP. This blog will be interesting. Hi Ruven. Later. sr