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Wednesday, October 11, 2006
Maybe we are getting dumber.
Or at least people who do marketing are.
The new army slogan, as reported by the WSJ will be "Army Strong." Notice how the slogans are getting progressively shorter, starting with "Be all you can be", then "Army of One", now "Army Strong." Why do I feel like this slogan was written by a Frankenstein (or Venturestein) monster? Fire bad! Food good! Army strong! It's either that or they realize that scraping the bottom of the barrel wasn't enough so they're now recruiting people by lowering their standards. Fewer words good. |
5 Comments:
Well, it is better than what George Bush originally wanted: "Hulk Smash!"
12:43 PM, October 11, 2006
Calling it Army Strong is going to be counterproductive, particularly if they turn tail and cut and run at some point in the near future. That's not going to project strength.
But hey, maybe its meant to work for us at home if we're supposed to fear the knock of the armed forces on the door.
This change in slogans represents the class divisions that have grown in the volunteer army over the last 30 years.
Be all you can be = We'll give you a chance to excel. It's the land of opportunity and just because you're with us doesn't mean that you'll be left behind. (We'll be happy to take the middle class.)
Army of One = Who the fuck needs multilateralism? WE are the force in the world. What, are you a pussy? You want Europeans to tell US what to do? We depend on you specifically to kick some ass -- teamwork is for pussies. (Ok, the middle class is away at College; we'll take trailer trash and the slightly disfunctional middle class.)
Army Strong = Uhh, come on now. Okay, obviously you can convince the American public of something ridiculous (i.e. 2004 election), but really, the emperor may not be wholly nekkid, but he's wearing rags. (Hell, we'll take anybody? Who wants citizenship?)
12:57 PM, October 11, 2006
I think Ted's hit it.
Most marketing is purposefully deceptive and designed to cover the weak spot of any product. Like trying to convince kids shoes will make you jump higher is addressing the obvious lie that a shoe can make little more than a tiny contribution to performance compared with training. Or that a soft drink will give you some kind of status as a daredevil, whatever, the marketing attacks the weakest aspect of the product.
Army of One I saw as just a ploy, it suggests that your individuality will not be completely taken from you in the military, a statement of doubtful reality. And the commercials seem to suggest that everyone in the army is in command, also BS, but consistent with the marketing strategy of attacking the weak point. They're not going to have a slogan saying, "Join the army, be a grunt, your life is expendable."
Now I think Ted's got it right with this new one, the marketing has to attack the perception that our military's integrity is suffering under the incompetent civilian leadership. Army Strong indeed, and Red Bull gives you wings.
1:09 PM, October 11, 2006
Now let's advance to the rear and project strength from somewhere other than Iraq dammit.
Kuwait or Qatar maybe?
1:43 PM, October 11, 2006
I am Candian as probally you know we are currently in Afganastan. Your notion of " I'll be srtong" and other implications of "The bottom of of the barrel" is quite frankly in my opinion arrogant.To risk owne life is noble for one's country. Realistically the U.S.A. respectfully has made a trajeck error .The government should be held accountable, but I'm just as a Canadian what would I know of the political war machine.The botton of the barell is your currentGovernment,respectfully.
David.Toronto.
3:33 AM, October 12, 2006
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