Army Strong: Patriotic or Individualistic?
“Believing in yourself is strong. Achieving what you never believed possible is Army strong” (qtd. in Sports Illustrated 31). These words, in white, half-inch capital letters, fill the lower one-third of the 8.5x11 color-print ad in Sports Illustrated. The Army logo is small but prominent in the lower right corner. The other two-thirds of the page shows us a strong, young soldier in the front seat of a military vehicle surrounded by electronic equipment. It is difficult to tell where this vehicle is because you cannot see any specific terrain through the window. The location does not appear to be the desert terrain of the countries where our soldiers are currently deployed. The soldier in the ad is wearing fatigues and a helmet that project a sense of purpose. His presence occupies nearly half of the upper two-thirds of the page, and the equipment fills the remaining upper two-thirds. He is concentrating seriously on an electronic map on the computer next to him. The uniform, the enormous display of technology and the serious expression on the soldier’s face are meant to imply that this is important and serious work. We are a country at war yet the ad explains that there are over “150 career opportunities available” in the Army. This ad is appealing to the individual’s desires for a better future although we are at war and should appeal to patriotism.
“Believing in yourself is strong. Achieving what you never believed possible is Army strong” (qtd. in Sports Illustrated 31). These words, in white, half-inch capital letters, fill the lower one-third of the 8.5x11 color-print ad in Sports Illustrated. The Army logo is small but prominent in the lower right corner. The other two-thirds of the page shows us a strong, young soldier in the front seat of a military vehicle surrounded by electronic equipment. It is difficult to tell where this vehicle is because you cannot see any specific terrain through the window. The location does not appear to be the desert terrain of the countries where our soldiers are currently deployed. The soldier in the ad is wearing fatigues and a helmet that project a sense of purpose. His presence occupies nearly half of the upper two-thirds of the page, and the equipment fills the remaining upper two-thirds. He is concentrating seriously on an electronic map on the computer next to him. The uniform, the enormous display of technology and the serious expression on the soldier’s face are meant to imply that this is important and serious work. We are a country at war yet the ad explains that there are over “150 career opportunities available” in the Army. This ad is appealing to the individual’s desires for a better future although we are at war and should appeal to patriotism.
The word “strong” appears in this print ad five times. This is an effective appeal to young men to join the army. The soldier pictured is young, attractive, and healthy looking. This is an image that most young men find pleasing. This advertisement is appealing solely to the individual and their desires for a better future and self-improvement. What is absent from this ad is that we currently have over 200,000 troops deployed to Iraq and Afghanistan (Dept. of
Defense “Active Duty Military Personnel Strengths by Regional Area and by Country” 4). The Army’s attempt to appeal to the individual’s ego instead of liberty, freedom or patriotism shows sensitivity to how unpopular these conflicts are. If there were more support from the American people the ad may have made an appealed based on freedom and democracy instead of fascinating career opportunities.
In comparison to the patriotism-inspiring recruitment posters of World War II (WWII), this advertisement does not intend to inspire a collectivist view of patriotism. The absence of any reference to the war in Iraq or our troops in Afghanistan is a clear statement of our country’s dissatisfaction with our involvement in these places. After the attack on Pearl Harbor that brought about America’s involvement in WWII, the recruitment posters were full of images of brave young men and women in uniform serving their country and fighting for our freedom from tyranny. These images of patriotic soldiers, whether in the trenches or at home, inspired young people to enlist and Americans to unite in support of the war.
So many more were lost during WWII yet this did not minimize the belief that it was the right thing do. The United States lost over 400,000 soldiers in World War II, according to J. Lee Ready in World War Two Nation by Nation.” The soldiers in WWII were hailed has heroes and their deaths were seen as necessary to protect freedom. To date, the United States has lost less than 5,000 soldiers (Dept. of Defense “Operations Enduring Freedom & Iraqi Freedom Casualty Summary by State” 1). This cost is considered too high and Americans have chosen not support the current conflicts; however, we do support our soldiers by displaying ribbons and banners on our homes and businesses and magnetic signs on our cars. We raise money and send care packages to let them know we appreciate what they are doing. We give them a heroes welcome when they come home safely and we honor their memories when they do not.
The single advertisement seen in the Sports Illustrated, December 2008, issue is not representative of the Army’s entire recruiting campaign. Other print ads and television commercials appeal to parental concerns of their child enlisting. This focus can be viewed as an attempt to recognize that we are at war without coming right out and saying it directly. Deployment to unsafe areas is a major concern for parents who have children considering joining the army. If this was not a reason for concern then the Army would continue to promote college and career opportunities.
Patriotism, freedom and democracy are the foundation of our country. We have fought many wars since the Revolution in order to protect that foundation. We need soldiers and we will always need soldiers to ward off anyone who tries to undermine our foundation. Whether the Army, or any other branch of armed service, attempts to recruit soldiers by means of personal benefits or protection of our rights, there will always be men and women willing to join to be part of something important.
Works Cited
Ready, J. Lee. “World War Two Nation by Nation.” < http://www.worldwar->
United States Army. Advertisement. Sports Illustrated. 29 Dec. 2008: 31
United States. Department of Defense. Active Duty Military Personnel Strengths by Regional Area and by Country. 30 June 2008 <>
United States. Department of Defense. Operations Enduring Freedom & Iraqi Freedom Casualty Summary by State. 7 Feb. 2009 <http://siadapp.dmdc.olsd.mil/personnel/%20CASUALTY/State_OEF_OIF.pdf>
Your advertisement paper was very well written! I also agree with the point that you made that we will always need the armed forces. That is well put. We do need our country protected and there will always be men and women ready and willing to join. Nice job!!
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