The Blind Recruitment

When an organization attempts to sell a product or idea to an audience, there is generally

a bias held by the organization. This bias can include stretching the truth, dismissing the negative
perception of their group, and calling to an emotional appeal of the argument. Having a slanted
presentation of a sales pitch is an attempt to convince an audience of something, whether it is to
buy a product or to follow an idea. This is true of the US Army as it tries to recruit people to join
and increase the numbers of the US Armed Forces. Many commercials produced by the Joint
Forces follow the pattern of correlating strength with joining their group. While strength is
highlighted in these commercials, weakness is hidden. In a commercial aired in the past year, the
US Army effectively invites young men to join the armed forces through the idea of improving
ones self, especially in the context of strength. Possible recruits are lost as one uncovers the true
motive of Army recruitment and the negative aspects of joining.
This commercial may seem like it could not pack a lot of motivation within its 60-second
bounds, but many persuasive techniques are used to give incentive for the audience to join.
These tactics do work for many people, as recruits are known to be drawn in. One of the most
effective techniques is to hammer into young mens heads that there is a correlation between
joining the US Army and being strong. This is noted at nearly any point in the commercial, as the
words strong and strength are used a total of 17 times through the clip. That means that
variations of the word strong (strength, strong, stronger, etc.) were used about every 3.5
seconds. This technique of repetition leaves one undoubtedly understanding that the US Army
attempts at associating strength with their organization, if not concluding it as the truth. When
first deploying this style of ad campaign, it was very effective in focus groups according to an
article in the Armys official website (cite). Cranin, part of the marketing communication agency

for the Army, said that, the feedback was that this campaign - this brand of strength - provided a
powerful and distinctive insight into what the Army offers its Soldiers (cite). This displays how
the Army knew that branding their organization as strong was effective in attracting new recruits.
These new recruits are hoped by the Army to be young men, as physical strength is needed in
battlefield conditions. This method of convincing the audience of the strengths to be gained if
one joins the Army is not limited to just auditory repetition of the word itself.
This method of repetition is paralleled with the visual bombardment of strength in the
Army. Throughout the entire video, servicemen are show to have stern faces and are only once
shown to be laughing or having fun. This plays to the societal conception that seriousness
implies strength, and that silliness implies weakness. In particular, 18 seconds into the video
shows several men yielding weapons in front of an operating helicopter. These men are all
seemingly fit, have expressionless faces and are holding lethal weapons. As every second of the
short commercial is valuable, this image (as well as every other image) must have a deeper
meaning than just people standing around. As every bit of this image must be important, then one
could see that each of these details has a common denominator: the guns, fit men, and stern faces
all involve an idea of strength. When one aligns this visual messaging with the auditory
messaging in the same time (at the same time?) one would hear that the words, strength in
numbers. This excerpt aligned with the visual of several men together, and they show that the ad
is truly trying to convey the idea of being a thoroughly strong organization: there will be no
weakness. This common denominator is seen throughout, with nearly every image pointing to
slight variations of the context of being strong.
As previously mentioned, there were 17 verbal mentions of strength; this frequency is
nearly matched with visual mentions of the variations of strength. Just two seconds after the

aforementioned image, another image already jumps out as one pertaining to strength: a man is
climbing over a wall. This is not a small wall, as the base is not close enough to be shown in the
frame. As another subliminal testament to the difficulty of climbing this wall, the man climbing it
cannot do it alone. He has a helping hand, which is given by another man with an expressionless
face, and he is pulled over the wall in a display of physical strength. Another two seconds into
the commercial shows a nearly exact image, but rather with a man being helped into an aircraft
instead of over a wall. These images again have a common theme of strength as fit, serious men
climb difficult obstacles. Strength is shown less as a simple image, but more in action and
symbolism. On the surface, one may be directed to think that the average weak man would not
be able to do these things because he is not wearing the US Army uniform like the men in this
commercial. Going deeper may lead one to think beyond this idea and think of these frames as
revealing strength in friendship, where a helping hand is always available when needed to fight
over an obstacle. This helping hand symbolizes the Armys brotherhood committing to helping
you through your journey in the Army and through life over obstacles that may come your way.
This visual aligns with the verbal lines of [the Armys] strength of brothers. The word
brothers is specifically used and is very effective in drawing in attention of the audience, as the
word holds much meaning. The positive connotation of brothers leads one to think of a similar
idea that is proposed by the images that line up with the verbal: brothers help each other and will
be loyal to your best interest. In just these few seconds of the ad, one is being convinced that
joining the Army will bring a brotherhood beyond that of their actual family. This specifically
appeals to those who appreciate or yearn for that type of bonding and friendship, which has a
very strong base of people. This use of appealing to ones need for brotherhood is especially
effective for the target audience because many men ages 18-22 are inclined to have close friends

who look out for them. This is seen not just with casual friendships where loyalty is displayed,
but more specifically in colleges with the formation of fraternities. In fraternities, brotherhoods
are formed where friends last a lifetime and members reference each other as brothers and are
known to look out for one another. Thus, this example shows that showing this age group a
brotherhood is appropriate in drawing their attention. Although strength in brotherhood is an
appealing theme for the target audience, there are also more effective techniques used as well.
The epitome of the Armys messaging is seen at the very start and very end of the
video with the phrase, theres strong, and then theres Army Strong. The Army is simply
making a comparison between the conceived idea of being strong without being in the Army,
and then the strength one obtains after joining the Army. The words and then theres imply that
the ladder of the two strengths is superior to the former. This hence states that there ones
strengths are improved due to joining the Army. Before this slogan is etched into your memory
during the closing words, the commercial states all the different types of strengths that are seen
in the Army. Once this slogan is repeated at the end of the clip, one may assume that these great
characteristics outlined in the ad could not be attainted if one does not join the Armed Forces.
This may be assumed by the audience because they are told to think that non-Army strength is
inferior, or lacking of strength. These strengths told to be seen throughout the Army may now be
inferred to be the strengths that are lacking outside of the Army. The phrase, theres strong, and
then theres Army Strong could then be translated in terms of the commercial as: there are
normal strong traits, and then there are traits outlined in the commercial that are only present in
the Army. All of these traits in the commercialranging from strength in brotherhood to
strength in fitnessare attractive to young recruits. Thus, this commercial is very effective as it
provides reason for young men to join the Army.

Although many possible recruits may be willing to accept the commercials message
as fact, others may be a little more skeptical. The main idea outlined in the commercial is that
strength can be attained by joining the army, as previously described. The support of this sales
pitch, however, may have a loose base in the eyes of some skeptics. As the Army states that it
makes you stronger, it is implied that the Army helps you. This idea is again upheld by the
previously mentioned quote by Cranin: the feedback was that this campaign - this brand of
strength - provided a powerful and distinctive insight into what the Army offers its Soldiers
(cite). The last few words, what the Army offers its Soldiers shows that the ad attempts at
directing the recruitment away from their goals, and rather suggesting it is only trying to help the
recruit. Thus, the commercial seemingly is about helping improve the lives and skills of the
recruits, but this could just be either a secondary goal or even false. The main goal of the Army
may not truly be to help you, but rather help the organization. There must be internal motivation
to recruit people into an organization other than the selfless act of helping others. This
motivation, quite clearly, is to get people to join to increase the numbers of the Army. As the goal
of the Army is to defend the country in times of war and furthermore to kill enemy combatants,
the Army is by transitive means gaining recruits in order to kill enemies. So, the commercial tries
to state that the Army is an organization that strictly helps recruits become stronger, however is
more likely about getting a better advantage against killing its enemies.
As one looks deeper in the Army and its responsibilities, there is little reference to
helping the soldierunless it is a recruitment advertisement. According to a website that is
dedicated to teaching one about the Armed Forces, the Armys goal is as follows: The Army
must always be ready to defend the United States and its territories; support national policies and
objectives; and defeat adversaries responsible for aggression that endangers the peace and

security of the United States and our allies (cite source). Directly after stating this main goal,
the article writes (maybe 'states") To do this, the Army must continue to attract, train, motivate
and retain the most competent and dedicated people in the Nation (cite). This sentenceand
common senseshows that the Army must recruit people through presenting an attractive
organization in order to achieve the main outlined objective of defending the country. This
commercial is such presentation, where it is presented in the most attractive way possible: the
sales pitch that the Army makes your stronger and better. However, as cited from the article, the
main objective of the Army is to defend the country. This therefore proves that the commercial
seemingly is about helping the recruit become stronger, but really is about gaining recruitment to
better help defend the country. One could compare this to a company falsely advertizing should
be (advertising) a product in order to better themselves: the Army advertises should be advertises
strength to protect the country.
Even if one accepts the Armys message that the Army is here only to help you, then
there are still unintended interpretations of the points made by the commercial. One of these
points includes the quote, [the Army provides] not just the strength to get over, but the strength
to get over yourself. Accompanied by the verbal message includes the visual of people climbing
over a wall and people jumping out of a plane, respectively. The Army intends to display that
people not only are able to get over physical obstacles, but also mental ones (get over yourself
too concerned with yourself). As there are people being displayed jumping out of a plane, the
Army wants one to think that these mental barriers are things that are commonplace to overcome
examples. However, the Army unintentionally hinted at getting over other barriers that may not
be so attractive. So, the Army thinks its talking about getting over ones fears of heights (or

other fears that are commendable to get over), but really is talking about getting over ones fear
of death, pain, and other undesired fears in respect to the Army.
Another interpretation that could be made by the audience that was not intended by
the Army includes the idea presented 40 seconds into the ad, citing that the Army is more
than physical strength; it is emotional strength. The Army wants the audience to think that their
organization helps one attain mental and emotional strength, which is something that can be
molded by the Army. This idea is accompanied by the visual support of a medic helping a child
in a chaotic situation. These two details both verbal and visual point to the idea that if you
join the Army, you will become more able to deal with situations in a positive and productive
manor. However, this could also be interpreted differently. Many people are unfortunately
succumbed to emotionally-wrenching situations in war, which often lead to mental hardness and
emotional numbness. The Army is suggesting that their atmosphere provides for a healthy
balance of becoming emotionally strong, however could actually result in becoming too
emotionally tough. This often leads to servicemen disregarding their emotions and losing such
emotions in times when emotions may be needed. Unfortunate stories of soldiers becoming
mentally unstable or emotionally detached are all too common. Events ranging from the My Lai
Massacre in Vietnam to the tortures at Abu Ghraib detail how previously normal people become
numb to sensible emotional abjuration. The Army wants this to happen, but in a controlled
manner. The Army hopes that one becomes so emotionally numb that he will kill on command,
something that is not emotionally appealing. This would make sense in terms of a business
model, as an organization would like maximum efficiency from each soldier. As the job of a
soldier is to kill, then maximum efficiency of such a job would suggest killing on command and
in high numbers. So, the Army wants us to think that it provides strength in mental toughness for

our own benefit, but it really wants us to become numb enough to be mindless drones aimed to
kill. After the analysis of just a few points, one could see that there is a discrepancy between
what the Army wants us to think its purpose is, and what it really has a purpose of doing. In all
cases, the Army tries to convince us that it is aimed on bettering us, but it is really about that
Army using us to achieve its goals.
As a lot is displayed and then analyzed to determine the true intentions of the Army,
even more could be analyzed based on what is not present. Although there are 11 images of guns,
there are no verbal references to such lethal weapons. Furthermore, there are no references to
what guns do. Even though everyone knows the purpose of a gun is to kill, this is never explicitly
mentioned This hints that the Army is shying away from this idea, which connects with the
theme that the Army does not want to display anything that could make their organization look
bad. The hiding of death is hence appropriate considering the interests of the Army, but does not
help the recruit fully understand the true goals of the Army. As an all-encompassing theme, one
could conclude that the Army fails to mention any negative aspect that is known of its group: it
kills thousands or even millions of people during wartime, people are killed in collateral damage,
the Army often leaves veterans in disarray after their service is complete, the true motives for
going to war, and much more. These consequences of joining the Army are not mentioned by the
ad, which is again understandable when looking at the Armys goals, but not fair to the recruit.
Therefore, this is often argued as an unethical means of recruitment. Although its seemingly
impossible for one to not know that there is death involved in the military, the recruitment ads
glorify such service and attempt to trick an individual into joining for reason of selfimprovement. This arguably fallible sales pitch would stir little to no controversy if the product

being sold was not ones life and well-being. When the service being sold could risk the
buyers life or well-being, the truth should morally be told in a non-persuasive manner.
The US Army has employed an effective ad campaign to draw in young male recruits
through appealing to ones desire for self improvement and strength. There are hidden drawbacks
that are seen when the true intentions of the Army are exposed through analysis, which prevents
many from joining the organization. This sales pitch is something that many argue to be a
necessary evil, as nobody wants to see their children be sent to war but yet do not want to see
their country falter. The line between the unfiltered truth and advertisement of a product is
something the Army tries to walk as it promotes the recruitment of soldiers into its ranks.

Works Cited
Army Strong. 2012. Photograph. YouTube. Web. 23 Oct 2013.
<http://www.youtube.com/watch?v=ml0M_HuMbhY>.
Nickerson, Thomas. United States. Army. Making of Army Strong. 2006. Print.
<http://www.army.mil/article/568/the-making-of-army-strong/>.
"What does the U.S. Army Do?" Military Spot. Sun Key Publishing Company, n.d.
Web. 23 Oct 2013.
<http://www.militaryspot.com/enlist/what_does_the_us_army_do/>