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The Effect Of A Recruitment Commercial Of The Us Marines

1596 words - 6 pages

I felt like I was being thrust into a Call of Duty video game marathon with my older brothers, my sense of danger, haste, and adrenaline started pumping. As spontaneously as it sounds, I suddenly had the urge to sign up for the United States Marine Corps after watching the commercial. The advertisement completely captivated me; the music alone propelled my lethargic body into a vigilant state. The images raised my adrenaline and the commercial persuaded me, although flaccid, to try the Marines Corps. The underlying themes of the advertisement synced my mind and emotions into desiring for the action packed life the marines pursue. The effectiveness of the commercial is the result of the interconnected ties it influences the mind and emotions of the individual as well as the desire for a thrilling experience.
This commercial can persuade any person to become a part of the United States Marine Corps by displaying examples of ordinary people who have become a part of such a precarious organization. In the television commercial, there was a bustling urban city and in the midst of the crowd of ordinary working civilians, there was a United States Marine ready for duty. Even in rural areas, where you might suspect someone to be an agriculture worker, they can actually be a United States Marine. This allows the average civilian watching the commercial to become engrossed in the fascination that they too have the ability and capacity to become a Marine. All Marines lead normal lives apart from the U.S. Marine Corps; they have all been average U.S. citizens at one point before choosing to change their lives to become Marines. The persuading message that the commercial is trying to distribute is: If the common citizen from your neighborhood can do it, why can’t you?
The United States has a very diverse population and the U.S. Marines Corps feed off that society of many different cultures, thus the Marines represent every ethnicity and socio-economic class. Since both populations, civilians and Marines, dwell in the same nation the two groups seemingly become indistinguishably intertwined with each other, until the time comes for the Marine to be called to duty. The three biggest ethnicity groups in the U.S. are shown throughout the commercial, representing the faces of the average civilian and current U.S. population, thus appealing to those ethnicities. The advertisement also appeals to the socio-economic background of the audience, since it shows its three main characters from the three major location-communities: rural, suburban, and urban settings. In all, it is effective in appealing to all discourse communities and lacks the discriminating theme that most commercials hold, being that they usually only use white American characters instead of a mix of other ethnicities.
Although being a female, I was persuaded to consider joining the U.S. Marine Corps after watching the commercial despite it not targeting my gender...

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