Army is different now but will be keep changing.
The Video then goes on to display the good deeds that The Army does and also interviews
some recruits who have experienced The Army and say only good things about it
The Promotional Video is aimed at parents of recruits who might be worried about their son or
daughter joining The Army.
In the radio advertisement The Army is much more portrayed as an action-based organisation.
It puts the listener in the position of a soldier with an anti-tank missle. It builds up tension and is
aimed more at the younger generation.
The T.V advert opens into a sequence of action shots; people skiing, mountian climbing and
absailing and all taking place in the most exotic locations whereas the radio advertisment begins
with a very energetic explosion of tension, heavy breathing and and the noise of battle both of
the opening sequences provide lots of interest for the viewer or the listener. The T.V is aimed at
parents so it shows safe but exhilerating good old fun which will get their son or daughter off the
streets and into a safe and secure organisation that not only would be fun for them but would
make them into a better person, however the radio says to hell with that lets just all have a big
fight because thats what young people want, danger and action both are interesting in different
ways because of these different approaches and their diiferent target audiences.
The radio advertisement must use a very descriptive and energetic script because the radio had
to paint a picture of the events inside your head in the shortest time possible obviously T.v does
not have to do this because by its nature it is a visual medium and the picture is already there so
the T.v is free to fill the space with a less serious script, also because the Army aren't paying
anyone per minute for this advertisment because it is just sent to whoever needs it the video can
be much more long winded going over things again and a again drilling them into your head
keeping the question "would you seriously advise your son or daughter to join The Army?"
The Radio advert focuses on the technology that you will be using when you join the Army
"Milan Anti-tank missle" an uses the language that a soldier on the battlefield would use "listen
closely" this brings the listener into the world of the soldier helping you get the feel of where you
are portraying the Army further as an action based organisation full of exitement whereas T.v
uses a slower and more freindly way of speaking to people because the video is trying to set
right any fears that parents might have about the Army of "spud bashing" and bullying by
sergeants, it also brings up race issues and of how the Army is trying very hard to get rid of the
"old" racist ways.
The slogan "be the best" is used in both the radio and t.v advertisements but the Radio has it as
a main part of the advertisement with "Army soldier be the best" shouted at the end of the
advertisment followed by the sound of soldiers standing to attention this makes the listener think
that if he/she was to join the army then they would be part of the best fighting unit in the world
something which the interviewee in the T.V advert mentions himself but keeps it to a much lower
key because parents aren't interested so much in how trained a killing somebody their son will
be, also behind Lisa Aziz is the slogan "Be the Best" which can be read by viewers this doesn't
mean be the best a fighting in this instance because it is in a defferent context here it could mean
be the best you can be or, be the best person you can be i doesn't have to be about fighting.
I think that both advertisement reach their selected audiences well because they are well tailored
towards them using more harsh yet exciting language for the Radio where there will be young
people listening to it and for the parents they get a very freindly manner and a formal news
production making it feel very reliable however if the question is which advertisement would be
the best a getting new recruits into the Army then in my opinion by far the most affective is the
Radio because it is full of action and adventure which is what recruits joining the army will be
after howver i don't think that the purpose of the promotional video is to persuade people to
join the Army it is more designed to put parents fears to rest whose sons or daughters have
already decided to join the Army.
