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August 31, 2010

Comments

Richard J

While in Britain, we get the slightly more honest 'Fucked up your GCSEs? Never mind, here's your chance.'

(The American ad reminds me that the AV Club had some pertinent observations the other day about the long-lasting influence of Band of Brothers.)

Cian

They're not the best comparisons though, as the US advert was for the Marines who are actively seeking people who buy into that blood/honour/duty crap (they tend to get them as well). Think of it more as an advert for the Royal Marines/Paratroopers, than for the army.

Army ads, from what I've seen of them, are fairly similar to army ads the world over. And due to the size of the US army, and the general physical collapse of the US as a whole, they're not terribly choosy about who they'll take these days.

ejh

You're not doing this because you've been getting Swedish recruitment adverts on your email account? I have, which is most odd.

ajay

While in Britain, we get the slightly more honest 'Fucked up your GCSEs? Never mind, here's your chance.

Army recruiting's changed interestingly in the UK; fifteen years ago it was all "join the army! go windsurfing and slide down ropes!" and then it moved to those very realistic adverts along the lines of "join the army and make life-or-death decisions in hot, unpleasant countries where people get wounded" and now it seems to be mostly "join the army. we have lots of jobs".

Richard J

i "join the army and make life-or-death decisions in hot, unpleasant countries where people get wounded"

I remember few adverts these days, but the sunglasses one still sticks in my mind after however many years it is now.

ajay

You're not doing this because you've been getting Swedish recruitment adverts on your email account? I have, which is most odd.

That'll teach you to keep googling "swedish au pair videos".

alle

"They're not the best comparisons though, as the US advert was for the Marines [...] Army ads, from what I've seen of them, are fairly similar to army ads the world over."

Also: recruitment model. Sweden just scrapped conscription, finishing off its transition to a career soldier defense geared towards international missions. Now ads look like this.

The army's main purpose is now to be shipped off in tiny symbolic contingents to various far-off battle zones (Afghanistan, Somalia, Lebanon) by politicians wishing to prove their commitment to Western freedom, Western anti-terrorism, Western values, etc.

The argument du jour is that supporting this or that tribal faction in Mogadishu is a vital Swedish security interest, unlike such outmoded Cold War nonsense as retaining the capacity to patrol our own territorial waters. Plus, anyone who doubts this clearly hates Afghan women.

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