Here are (back-to-back) two of the much talked about new ads for the Canadian Armed Forces.
These ads have been heavily criticized by the Opposition in Ottawa and various other media observers. They are very successful at attracting young working class males, and that is precisely where the problem lies : this ad campaign is similar to the actual American recruiting approach, making war look like a videogame and offering a quick solution for young people of low socio-economical background.
Then again, others have praised the ads for presenting a more "realistic" view of what the CAF are, in comparison to the more "optimistic" ads we've been used to in the past.
What do you guys think ?
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3 comments:
wow, what an ethos of masculinity!
The gendered dimensions of this ad are mind-blowing - they sure tell you what a 'real man' is - a soldier in the Canadian armed forces where the forces represent bravery, order and stability - kind of like the national image that Canada portrays to the rest of the world.
so... Canada is gendered? Canada is a man?
Hey, I'm not sure, but I'm pretty sure that there is a woman on the ad. I think I saw her at the safety house, when the soldiers are rescueing a couple... But i'm not sure.
Anyways, I saw a video produced by Paul Cowan "Anybody's son will do", and it is a documentary about one Marine camp. It was written by Gwynne Dyer. He is Canadian and has studied war since ever. The documentary shows how "civilians" can be transformed into killing machines in 10.3 weeks. The superior ranks soldiers always kept saying; "If you don't make it here, you're going to be a civilian again. Do yo want that Private? " I really do think that this camps and trainings are crazy because once you develop a killing machine, it cannot be fit into society again; so Where is she, he going to live after her/his mission's over??
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