The U.S. Military is excellent at using techniques to inspire young Americans to join forces and become a part of something larger than themselves. In the latest recruiting commercial I saw, a Drill sergeant is asking his men what they were doing there. Some men answered to get strong, others answered to be a solider and the last answered to become a graphic artist. At first is seems like the drill sergeant is mad saying “You joined the greatest the worlds greatest army to become a graphic artist?” (providing ethos) but then goes on to praise him for being “a man with a plan”. What this commercial is essentially best at it appealing to a larger audience and breaking the stereotype that if you join the army you have to be large and strong and willing to sacrifice your life battling with the enemy but through this commercial, the Army is proving that is not always necessarily true. They use logos when explaining there are 150 jobs other than battling meaning 150 ways to be “army strong”.
This is a very successful tactic that the army has used to build their reputation. “There’s strong and then there’s army strong” has become a trademark emphasizing that being in the army is unlike anything else and if you are then you go above and beyond the norm. The army wants it to be known that you are better than the rest, which is another way they inspire Americans to join. The overall feeling that you get from watching an army strong commercial is pride and motivation- even if you have no plan to pursue the military. In my opinion that is what makes their commercials so successful is their ability to appeal to the American nationalism inside of you. Decide for yourself.