Blog Post Advertisements and Culture

According to the advertisement which is about American army, it obviously reveals that soldiers were needed in that particular time period. It shows that there might be war or serious situation in the society that had to get support from civilians. The image of the advertisement also portrays in a way that the actor was taking place somewhere in the desert, mostly in the Middle East. The Americans involve in many wars in the Middle East which corresponds to the message that they’re trying to convey about the soldiers. Meanwhile, the message “The best place to start a business career isn’t always in business” shows that there might be many young graduated facing with scarce employment at that time. The advertisement is trying to persuade people to join army because they claimed that people will get determination, good judgment and self-discipline skills. These claims are interpreted that the people with the skills will have more opportunity than others in finding jobs. The advertisement also shows that the American culture doesn’t want only smart people to work in the company, but also consider their behaviors and other social skills. The message “Army, Be all you can be” is showing that graduating from university doesn’t give all the skills you need for your life. It might be only academic skills, not the mental and behavior one.

The most important characteristic in this advertisement is the way that soldier acts. The image portrays the soldiers jumping over the rocks; it represents the feeling of determination and perhaps judgment skills that needed to be considered before doing anything dangerous or harmfulness. The expression on his face and aspect of the gun gives the feeling of self-discipline skills, since being in the army is a selflessness job that every soldier has to put effort in. The angle of the picture shows that soldier is relatively high of the ground, and almost jumps over the rock. It means that with these skills, you can overcome dangerous or serious life problem. The action of soldiers mostly relate to what they claim people will get.

However, this advertisement is empowering and focusing on masculinity population only since there is nothing relating to female about army. The advertisement itself is showing and representing male soldier because some job is relatively not appropriate for female. Meanwhile, being in the army needs good physical health condition due to the condition of training or serving place might be very tough. Therefore not only female population is being ignored, but also old male population. It is relatively biased to male.