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US Marines seek softer image in new ad campaign March 12, 2012

Posted by rmshepard in Uncategorized.
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The U.S. Marine Corps have traditionally been the warriors of the armed services, but a new ad campaign is associating them with humanitarian aid as well. One new commercial that is a part of the campaign, “Toward the Sounds of Chaos,” shows Marines arriving on a battlefield with boxes labeled as “Aid.” According to the marketing firm responsible for the ad, the campaign’s focus was determined by a national online poll discovering that many young adults consider “helping people in need” to be an important part of good citizenship.

To see the ad yourself, watch the following video:

Discussion Questions:

1. What does the new ad for the U.S. Marines demonstrate about the importance of research?

2.  How does the new ad above clash with more dominant images of the Marine Corps?

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