I'm an Americanand I'll say I found the Swedish commercial to be much more disturbing. Not because of the content, but because the message seems to be: "Shame on you! How dare you live your everyday life while others suffer!" Meanwhile the entire point of the ad is to recruit people to defend government interests. The use of shocking footage to trigger a negative response is also more underhanded than I think most Americans would care for. It's also a very cynical message, which I consider strange for a recruitment ad.
On the other side of what Jemy was saying in regards to nationalism, Americans still see themselves as the guys who jumped into World War 2 and saved everybody (yes, STILL after Vietnam and Iraq).
I disagree that the US ad was attempting to sell a macho image. Notice that nothing in the ad is violent, or even a war-time scenario. Instead it shows training and discipline excercises. It's all about accomplishment and overcoming odds, which is a good sell to a nation that percieves itself as a meritocracy.
The only part I think that attempts to resemble a Hollywood is the musical score, but I don't think it's trying to be macho. Instead it's attempting to invoke a sense of history, specifically for World War 2 (our finest hour). However, the unemployed teenagers they are trying to recruit consider Saving Private Ryan their WWII history lesson. So that's what they're trying to do.
In summation, the US ad is not so much bravado as it is about the accomplishments you can achieve and the accomplishments America has made throughout its history. We love that shit.
On the other side of what Jemy was saying in regards to nationalism, Americans still see themselves as the guys who jumped into World War 2 and saved everybody (yes, STILL after Vietnam and Iraq).
I disagree that the US ad was attempting to sell a macho image. Notice that nothing in the ad is violent, or even a war-time scenario. Instead it shows training and discipline excercises. It's all about accomplishment and overcoming odds, which is a good sell to a nation that percieves itself as a meritocracy.
The only part I think that attempts to resemble a Hollywood is the musical score, but I don't think it's trying to be macho. Instead it's attempting to invoke a sense of history, specifically for World War 2 (our finest hour). However, the unemployed teenagers they are trying to recruit consider Saving Private Ryan their WWII history lesson. So that's what they're trying to do.
In summation, the US ad is not so much bravado as it is about the accomplishments you can achieve and the accomplishments America has made throughout its history. We love that shit.
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- Jan 25, 2010
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