National Guard - Citizen Soldier
If you have been to a movie in the U.S. within the last couple of years, you will probably recognize the following advertisement:
The large scope of the commercial is the first misstep of the campaign's undertaking, probably from the lack of previous advertising on the National Guard's part, in trying to build up a public image.
The Army, Navy, and Air force, have all had successful advertising campaigns with large budgets. For the U.S. National Guard to broadcast its first commercial (in my recollection) as part of a large campaign is a big step, and you can tell they put a great deal of effort into it. Not only did they get a mainstream band, 3 Doors Down, to write a song, but they even created a mini movie along side it which spans the times of the American Revolutionary War to the present.
The large scope of the commercial is the first misstep of the campaign's undertaking, probably from the lack of previous advertising on the National Guard's part, in trying to build up a public image.
The thing that bothers me about the commercial is the embellishment and misrepresentation of history for pure recruiting purposes. First of all, the U.S. National Guard was not established until the Militia Act of 1903, as verified by both Wikipedia and the U.S. National Guard's own web site (if you look deep enough). So the whole part about "firing the shot that started a nation" seems to be an exaggeration.
The glorification of "storming the beach at Normandy," and other combat scenes throughout the commercial also leaves a bad taste. Although the advertisement is being played to a movie-going audience that enjoys action and cinematic violence, World War II is not a movie! It's a great piece of history that the U.S. stepped in and helped defeat the Axis powers, but I do not think the individual human soldier is gloating about the experience.
More confusing is the National Guard's role in the military, as made more unclear by the ad. The primary purpose of each state-empowered National Guard is to "help respond to domestic emergencies and disasters, such as those caused by hurricanes, floods, and earthquakes." Only with the consent of state governors, "may units [of the guard] be called up for federal active duty in times of Congressionally-sanctioned war or national emergency." Only recently has the latter duty has become more prevalent (US National Guard bears Iraq burden), straining the Guard's resources (Endangering the National Guard) and, in all likelihood, the ultimate cause for the ad campaign. It still seems ironic that the ad is recruiting people into a "reserve" force by promoting the spoils of war.
One last itch, the football symbolism. We see our protagonist soldier somberly find a deflated football on the battlefield. The soldier looks remorseful, not being able to play the game he loves so dearly, almost questioning the purpose of serving the guard. The important question that comes to mind is whether the war is happening in America or somewhere else, because they certainly don't play American Football in Iraq!
The glorification of "storming the beach at Normandy," and other combat scenes throughout the commercial also leaves a bad taste. Although the advertisement is being played to a movie-going audience that enjoys action and cinematic violence, World War II is not a movie! It's a great piece of history that the U.S. stepped in and helped defeat the Axis powers, but I do not think the individual human soldier is gloating about the experience.
More confusing is the National Guard's role in the military, as made more unclear by the ad. The primary purpose of each state-empowered National Guard is to "help respond to domestic emergencies and disasters, such as those caused by hurricanes, floods, and earthquakes." Only with the consent of state governors, "may units [of the guard] be called up for federal active duty in times of Congressionally-sanctioned war or national emergency." Only recently has the latter duty has become more prevalent (US National Guard bears Iraq burden), straining the Guard's resources (Endangering the National Guard) and, in all likelihood, the ultimate cause for the ad campaign. It still seems ironic that the ad is recruiting people into a "reserve" force by promoting the spoils of war.
One last itch, the football symbolism. We see our protagonist soldier somberly find a deflated football on the battlefield. The soldier looks remorseful, not being able to play the game he loves so dearly, almost questioning the purpose of serving the guard. The important question that comes to mind is whether the war is happening in America or somewhere else, because they certainly don't play American Football in Iraq!
