Media Advertising The Army Advertising Campaign Essay Example For Students

Media Advertising The Army Advertising Campaign Essay Targets You! Exploratory Essays Research PapersThe U. S. Army Advertising Campaign Targets You! The United States Army recruitment campaign slogan of An Army of One, is reminiscent of the legendary Musketeers code. These men protected the king and lived by the phrase One for All and All for One. To the Musketeers this represented the power they found in unity as well as in individuality, combined. This relationship, though somewhat subtle, is simply a play on the recent felt need of many to serve and protect their country and freedom. The U.S. Army uses television, print, and now the World Wide Web with an interactive internet website, at www. goarmy.com, for recruiting males and females from right out of high school, to the age of 35, although this particularly is trying to reach the large, new internet using group of young people today. The new Go Army ad campaign from the United States Army, successfully overcomes its slight lack of logical reasoning, by appealing to its audiences interests by using the implicit high reputation that the U.S. Army entails and by employing the surge of patriotic and sense of duty; as well as visually captivating graphics that draw on desires to be adventurous and exotic. The site has visually stimulating graphics of men and women in their various uniforms all set in backgrounds of diverse locations. From the starting page there is a man dressed in winter gear in the foreground, with snow-capped alpine mountain peaks behind him. While the page is loading a flash quote reads, Ive trained in desert, urban, jungle, and alpine. .. Next to this picturesque scene is the army logo, with the phrase written down the side An Army of One. This is characteristic of the sites use of attractive visuals to appeal to its audience. There are various pop-up options available at the bottom of the screen, including; enlistment bonus, learn about the online game, partnership for youth success, and hot shots. Another sidebar also includes ice soldier-pushing the limits, arena football, and career professionals. Each element is meant to appeal to a different aspect of their intended audience. The U. S. army deliberately de-emphasized the logical reasoning of their purpose, to ask their audience to join the army. This was an intelligent decision in and of itself because there really arent many good logical reasons to join the army. They dont make any statements on the website like join the army and become strong and healthy, because obviously there are much safer ways to become strong and healthy. Or, join the army because its the best way to make money, because like before, there are safer ways to make money. They specifically dont make mention of any logos because for one, there just arent any really good reasons, and two, because it isnt necessary due to the number and strength of the messages ethos and pathos. The U.S. army uses the fact that it is so well known and highly regarded worldwide, to support its appeal. The U.S Army has been protecting the country since its creation and everyone knows that. From the very opening page of the website there is the Army emblem right there on the side. This denotes credibility. The opening page also shows someone in full dress uniform. When you see someone in an Army uniform, this alone draws your respect for the person. The website also emphasizes other points through its pop-up options, such as the one that talks about the Army Marksmen team that is to compete in a worldwide competition, the heading reads, Armys top marksmen among worlds best. This strong emphasis on ethos is a wise decision because it is very well manifest. In another pop-up option they use an association with a high-class society to support their credibility. This is seen in the option that reads, Partnership for youth success. Jumpstart your career. Critical accounting theory Essay Its asks you to enter the world of the ice soldiers, once again to make that strong appeal to the desire to be in exotic and exciting situations. This is successful because they show such diverse locations very vividly in their graphics and use such highly descriptive terms as vertical ice and roaring winds that appeals to the flood of extreme sports lovers. The ad does not leave out the casual observer of sports however. The option of Arena Football attracts the attention of sports lovers. The visuals in this part of the ad are especially appealing to fans of sports because they are so full of action. The picture shows an actual play in motion of someone running from the opposing team with the ball, and it is all in close-up. The diction here is also very well chosen because they use phrases like force to be reckoned with. The message in this part of the ad is that there is probably no sport more closely associated with the Army than football. This is another good choice of association. Football has become a very popular sport in the U.S., even surpassing at times the viewers of baseball. As a member of this intended audience, being born in Texas, and therefore having football in my blood, I feel this is strongly appeals to me. Not only as seeing them in a game of this different version of the sport, but also in the things they offer at the games. They offer things like prizes, interactive games, and free jerseys. This is a very successful mode of appealing to sports enthusiasts. The U.S. army also makes an attempt to appeal to a larger audience by offering an online video game. This would attract the attention of many youth who are now into this recent fad. The pop-up screen strengthens this appeal by using such terms as innovative and highly realistic. This Official Army Game, therefore reaches its intended audience of the computer savvy generation that has begun to emerge. The purpose is to get these young people to play this game, so that their interest in signing up and doing the real thing might grow. In my case however, because I only play these games because Im too lazy to do the real thing, this method might not be so effective. But the army even has that base covered by stating that just by playing their new game you can Gain experience as a Soldier in the U.S. Army, without ever leaving your desk. The scene it portrays appears to be a desert campaign, so there may also be an implied pull here at recent events in the Middle East. Therefore there may be more than just a fun appeal here, but also a type of appeal to political beliefs and interests. Overall, the U.S. Army most successfully uses the emotion of patriotism as well as the Armys reputation to successfully appeal to its intended audience. They made their message even more appealing, by presenting the message over a wide medium, which is the World Wide Web. By expanding their audience to sports lovers, marksmen, and the online game players of today, they will gain that much more coverage and attract that many more recruits. These reasons would be enough for me to join if I didnt have any other reasons not to do so. Personally, I feel I owe my country so much for the freedoms it provides me, and the army for protecting those freedoms. I feel a strong sense of duty to serve my country, and I almost enlisted the day the towers fell, but an even deeper emotion runs through me, and that is toward my mother. Because she is truly the one who provides me with all that I have, and if she had let me go that day, I would have. Needless to say, she did not, and so I am here. My mother says I can serve my country better this way.