United States Marine Corps Campaign Advertisement Essay

The campaign advertisement ran by the United States Marine Corps uses versatile imagery and a connotative language approach to strategically attract minority women. The print ad shows a female Marine in a defensive martial arts pose on looked by a crowd of men in what seems to be a combat training session implying she is the leader. The tag line: â€Å"There are no female Marines. Only Marines† suggests that women who join the Marines will have equal standing with men in their organization. The ad itself appears to be in a military instructional setting. The viewer’s eye is immediately drawn to the central focus of the document; a strong, physically fit African American woman in a combat stance, facilitating the techniques of martial arts.†¦show more content†¦The objective appeal is that the advertisers would like you to enlist in the Marine Corps. To a generation of women who have become used to the â€Å"glass ceiling†, or have become complacent with making seventy-five cent on the dollar as compared to their male counterparts, the simple visual of the strong empowered female who has a group of men at her command can be very compelling. Similarly, in our current recession, formatting of the word into a â€Å"Want† ad is a very strong pull. This appears to be a viable solution for unemployed women, minorities, and recent high school graduates seeking employment in a market that is not very receptive right now. This is not a job, it a career, a lifestyle, this woman is in command and you can be too. The strategies employed in this ad and the emotions this advertisement speaks volumes about the company that produced it. The military has always been something of a â€Å"man’s world†, where men were on the front lines, and running the show, and if a female were present she would be seen in a nurses unif orm. This ad is a public statement by the Marines into equalization of the sexes, and a huge leap into the present societal mindset that women are in fact, able to do anything men are. It is a modernization of an established military branch. This ad shows that the US Marine Corps recognizes their traditional enlistment strategies did not appeal to women. More importantly, demonstrating willingness to revise theirShow MoreRelatedEssay on Adding to the Advertisements1383 Words   |  6 Pagesthe German people to their side of the struggle to great effect (Hitler). The purpose of both printed advertisements and propaganda is to persuade the public to give support to a certain cause. In the case of advertisements, the support that is wanted is in the form of purchasing the advertised product. 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