The Pentagon's new hard sell

This San Francisco Chronicle article on the new military PR campaign to raise recruitment levels reveals why 'desperate' is the new 'creepy':


In all of the four TV commercials released Monday, the camera takes the point of view of the parents. Shot in the no-frills style of a public service announcement, each ad features a teenage boy or girl looking directly into the camera and pleading the case for joining the military.
The parents are silent, their gaze occasionally wandering to a child's bicycle in the yard, or to their hands fumbling nervously with a salt shaker, or to people gathering on a street corner. Stockwell said this was meant to convey the awkwardness of the conversations.
"Mom, you know how I love being on the water, right? How I love the environment?" a young man asks his mother as they talk on their back porch. "I can be part of an environmental response team working on oil cleanups and stuff. I'm serious about this.
"So what do you think?" the young man asks. A voice-over urges parents to "make it a two-way conversation" and points them to the military's Web site. [LINK]
But as even ad execs quoted in the article point out, the Pentagon fails to address the number one concern of every mom or dad: keeping your kid alive. War tends to make that task a tad more difficult.

Enjoy this piece?

… then let us make a small request. AlterNet’s journalists work tirelessly to counter the traditional corporate media narrative. We’re here seven days a week, 365 days a year. And we’re proud to say that we’ve been bringing you the real, unfiltered news for 20 years—longer than any other progressive news site on the Internet.

It’s through the generosity of our supporters that we’re able to share with you all the underreported news you need to know. Independent journalism is increasingly imperiled; ads alone can’t pay our bills. AlterNet counts on readers like you to support our coverage. Did you enjoy content from David Cay Johnston, Common Dreams, Raw Story and Robert Reich? Opinion from Salon and Jim Hightower? Analysis by The Conversation? Then join the hundreds of readers who have supported AlterNet this year.

Every reader contribution, whatever the amount, makes a tremendous difference. Help ensure AlterNet remains independent long into the future. Support progressive journalism with a one-time contribution to AlterNet, or click here to become a subscriber. Thank you. Click here to donate by check.

Close
alternet logo

Tough Times

Demand honest news. Help support AlterNet and our mission to keep you informed during this crisis.