Families and the Military
This is a U.S. Army ad from 2007. Although it is 7 years old, it still reflects many visual arguments that can be seen in Army ads today. The U.S. Army is greatly leaning towards the pathos appeal to the audience. Visually, the audience sees an army man smiling with his daughter reflecting many who join the army have families. With the tagline, “Making Others Proud Is Army Strong” is conveying a sense of respect you’ll achieve if you enlist.
This ad for the army is greatly geared towards families. This ad reflects the new rhetorical appeal the army is going for. Before, army ads focused on the courage of soldiers and war. Now, army ads focus on the soldiers’ families reflecting being a solider comes with maturity. While looking at this visual image, the audience thinks soldiers are family men leaving their children and families for the greater good. It has a very good visual appeal for the army.
Views All Time
Views Today
I agree! Army ads tend to focus on the strength that soldiers have , whether it be out fighting or leaving their families to serve their country. I think that showing the kids also makes it that much more relatable, because there are a lot of parents out there who want to be good role models and want to make their kids proud of them. The ad caters to this because it provides a way to achieve the goal, that being joining the army. So then joining in the army is not just about doing it for yourself; instead it is about doing it for others.