Their former commercial, titled "Towards the Sounds of Chaos," vividly shows the soldiers engaged in battle and fighting as a united front against the enemy force. The video is accompanied by the sounds of battle, like the firing of guns, men yelling, and military vehicles, which creates a very realistic scenario for the viewer. The commercial ends with the challenge, "Which way would you run?" This serves to call viewers to be among the brave and rise to the challenge of defeating the enemy, while also appealing to those who crave an outlet for their aggression. Personally, I was turned off by this ad because it glorifies war and violence in a time when our society would not benefit from it and should be seeking more sophisticated ways to solve our problems with other countries. Perhaps others feel the same as I do, because The Marine Corps obviously isn't getting the desired response and has changed their approach.
The new campaign keeps the title, "Towards the Sounds of Chaos," but highlights a different type of chaos--that caused by natural disasters. This commercial features soldiers alleviating the devastation in Haiti and helping families regain safety and order in their lives. This commercial has inspiring music playing in the background and ends with, "Running towards the sounds of chaos, with the courage and compassion to silence it." I think this campaign will be much more effective because it appeals to an untapped market segment--those who just want to help others. And I think that our generation really wants to move away from violence and toward aiding the less fortunate to make the world a better place to live.Here are the two commercials:
http://www.youtube.com/watch?feature=player_embedded&v=Huk6U0X8vUg#!
http://www.youtube.com/watch?feature=player_embedded&v=G-2RQK4irU8
Do you think the new ad campaign will be more effective than the last? Vote for your opinion in the poll on the right side of my page! Then leave a comment explaining your stance.
I voted! (and by the way, you'll have to teach me how to include a poll on a blog....very creative idea to have reader interaction!) I think the aid ad will be much more effective because it seems like a more powerful emotion. The war-centered ad had emotion, but evoked fear and intensity. I think the aid ad will inspire people to stand up for their country and be proud of where they reside. This means more to me because it is a longer lasting feeling, not just something that scares me and then I forget about it. Thanks for sharing!
ReplyDeleteI agree with your views on the new Marine Corps ads! I believe that people know that combat could be a "positive" outlet for those with aggression because it is pretty...obvious. However I should also take say that what may be obvious to me may not be to others. Have you seen the new commercials promoting the Navy? Their slogan is "A Global Force For Good" which is a more peaceful way of promoting the military. It is a much better approach in my opinion.
ReplyDeletehttp://www.youtube.com/watch?v=EEtZ5r0CIYI