Army

The most recent Army commercial I could find online was from 2006, so it wasn't particularly new. I compared it to commercials I recalled from television and the website, and the messages seemed similar. Army puts power into the hands of the individual, even though the army transforms its soldiers into nondescript entities. The Army brand carries a stereotypical image of the Army soldier, broad shouldered men with crew cuts, but in the commercial, Americans of different ethnicities and both genders were represented. The Army ads portray enlisting as a life changing event, yet artfully avoid what kinds of changes the Army makes in a person's life. It doesn't mention war casualties or times sitting around in base camps. I know little about the Army, but I know enough to recognize the commercials' lapse in accuracy. They might not have lied per say, but I felt as if enlisting in the Army would not just lead me to being strong, powerful, and heavily muscled.

Even though I was wary of the commercial, I thought about joining the Army for a few days after watching. I never really considered actually enlisting, but I found myself imagining what my life would be like if I enlisted. What if I went to the military Academy at West Point? One of my closest friend's brother goes there and enjoys it. He's found friends on the wrestling team and has felt as though he has more drive and more goals in life than he would had he been partying at another school. The Army gives everyone an option for something different, and their commercials adeptly incorporate this idea.

The text in the commercial is as follows:

"There's strong, and then there's army strong."

"A strength like no other"

"It is a physical strength. It is an emotional strength. It is a strength of character, and strength of purpose. The strength to do good today. And the strength to do good tomorrow. The strength to obey. And the strength to command. The strength to build. And strength to tear down. The strength to get yourself over. And the strength to get over yourself. There is nothing on this green earth that is stronger than the US Army. Because there is nothing on this green earth that is stronger than a US Army soldier."

One thing that surprised me about the commercial was its use of cliches. In a way, there are many phrases (bordering on cliches) that the Army has coined, such as "Army strong," but the use of other phrases such as "green earth," and "The strength to get over yourself," seemed like far too much of an oversimplification. I suppose the Army is trying to reach out to teenage and 20 something year old males who might not be watching television to think deeply about advertisements, but in trying to make the Army seem complex and enthralling, they've made it seem cheap and a little silly. The U.S. Army soldiers are amazing people. They might not all be individually kind nor gracious, and their motives for joining the Army might not be pure, but they do amazing things. To talk about the earth as being green and lovely makes the Army seem like a cake walk, and the images of beautiful vistas with US Army soldiers saving children add to this image. They say a US Army soldier is the strongest thing on Earth, and although this is physically impossible, do they mention how these soldiers came to be this strong? I felt as if I would join the Army and wake up the next day with huge muscles, resolve to work hard, and the ability to do anything. In reality, the process would be immeasurably difficult.

It's entirely possible that the makers of this commercial realized that they would attract people with these green earth, running through the woods, emerging over stunning mountains having saved the lives of children, ads. The advertisers make changing one's course in life a phone call or signature away, and according to the ad the change will be amazing. I'm one of the most privileged people in the world, all Andover students are, and I was considering joining the Army, even with all the opportunity I have at home. Joining the Army is a noble thing, and many people with everything going for them, good grades, happy family life, join the Army. However, I am probably the last person they expected to target as a New Englang prep school girl who likes environmental studies. I suppose there are few other girls my age out there who would seem even less interested in the Army, but irregardless, the Army ad made me think. I suppose if I was a little bit more impetuous or had just been rejected from every college I applied to, I probably would have googled the local recruiting office and hitch-hiked there. It's very possible. My initial reactions to the ads were negative, I thought they were phony, but the the Army brand has a power in it of itself, discrete from the image conjured by commercials. The Army is filled with strong people, as signing one's life away to the organization is an indicator of some kind of strength, yet the commercial heralding their soldiers' strength just didn't seem to do it justice. I think Army brand has a power because it really does change lives. Even those of us who are sheltered and secluded on Andover's peaceful little campus, are aware of the change joining the Army would bring. Verizon, McDonald's, Sears, and Apple might bring about changes in a person's life, but they wouldn't so readily change the course of a life.

This commercial also seemed to render the Army an individual journey. They showed images of groups and teamwork, but forgot to mention living in barracks with dozens of other people. Most people assume that the Army will build strong bonds that will last forever, but I wonder why this commercial didn't emphasize that. So many teenagers are lonely and searching for answers to their loneliness. There are boys who feel like outcasts because they don't play football. There are girls who feel like outcasts because they don't wear makeup and skinny jeans. The chance to join a group, bound by a common resolve and goal, not a sport or an article of clothing, would act as a major recruiter (in my opinion). The ads didn't focus on the group, but on the individual, an ad strategy or concept that puzzled me. I suppose teenagers are also very selfish, and might believe that the Army is perfect for them because it will give them exactly what they're looking for, rather than give hundreds of other kids the same standard immutable things.

Above is the U.S. Army logo. Even though it's simple I think it's one of the most interesting logos out there. It doesn't use abstract lettering or designs to portray a message, but puts an image out there, and a name in bold letters. The funny thing is, I have no idea what the logo means. The colors? No clue. They aren't red, white and blue. These are also the colors of Army college sports. As a an interesting side note, the Army sports webpage (www.goarmysports.com) has a striking amount of advertisement. The first inch on the left hand of the page are advertisements that are constantly changing. A few are for Provident Bank, the "Official Bank of Army Athletics." I've never heard of that bank, but ads for resorts and AT&T can also be found on the site. It's interesting that Army has sold advertising rights. Apparently U.S. government funding is lacking. I was reading an article on a cross country runner, by chance I clicked on the page, and everytime I started a new line my eye settled on the ads. They were some of the most effective internet ads I've ever seen, as they weren't easily deleted pop ups.

Anyways, the U.S. Army logo fascinates me. What does the star symbolize? Why even have the star? Is it there because it sticks in a person's head? What about the yellow, white, and black color choice? Why is the inside of the star white? I'd like to do some more research into the logo in the future and find out when it was created and why this specific logo was chosen.