The Language used in the poster indicates a challenge being made. This challenge is to persuade people to join the army. To try and attract more ethnic minority men and women to join and also to realise that there are already some there. However, it is an aggressive piece of language and could be taken offensively by the very people they want to attract.
The poster is designed to persuade ethnic groups to join the army. I feel they may have failed to do this as it could be regarded as offensive and could put them off. The words used are very blunt and could be taken as a challenge. If ethnic minorities want to stamp out racism in the army one way it can be done is by joining it and make changes within it. However the advert could be seen as confirming that people in the army call people by racist names. This will result in less ethnic groups joining the army.
The small print however is completely right but this will be ignored because of the opening sentence. I think this would be a better campaign if all the writing were the same size to enable the reader to find out what the army is really about.
I find the poster interesting because it makes a valid point and talks about relevant issues. I feel this is made worthless though, by the way it is presented. The whole campaign relies on how the first statement is taken “who are you calling a coconut?” I think this is to risky
I also feel the advert fails to recognise the large Asian population in the country. This could be very insulting as it could make them think there not wanted. This could create a feeling of resentment towards the government and the army. Which could be very destructive in the community.
In my opinion I think the statement, trying to be made by the poster, will be ineffective as far as it’s target audience is concerned. It will result in no one taking any notice of it, as it is not very striking or interesting to people of my age group. My generation are fairly laid back and if a challenge were made I doubt we’d take any notice.
The poster does make a good point and I feel if this country is multi-racial then the army should be too.
Recruiting Young People for The Army
I am writing about the advertisement campaign constructed by the Saatchi & Saatchi advertisement company, designed to encourage ethnic minority groups and young people to join the army. The campaign sends out a very strong message and I will focus upon.
In this Campaign there are four posters. All of them follow the same pattern having a sentence, which has two meanings. This campaign is targeted at 17-year-old school leavers and the campaign was launched at the end of the school year in July.
The first poster is a picture of five or six malnourished, skeletal children holding up bowls and dishes to the camera.