"Army of One"

This television commercial from the United States Army serves as a prime example of the ideological sense of belonging often seen in advertisements. In the commercial, the United States Army is clearly playing on our sense of patriotism and our responsibility as citizens. The commercial sells belonging on two different levels. On one hand, this commercial gives the audience a sense of belonging to the United States and its ramified institutions. On the other hand, this commercial tells the viewer that if he or she enlists in the army, he or she will experience a personal sense belonging to the army, which is higher than any other sense of belonging that we could possibly experience. Marita Sturken and Lisa Cartwright write that “the ideological function of many advertisements takes the form of speaking a language of patriotism and nationalism in order to equate the act of purchasing a product [i.e. joining the army] with the practices of citizenship” (277). With text in the commercial such as “Led by love of country” and “We will always win,” the United States Army succeeds in inspiring patriotism and selling belonging in this commercial.

During class this week, we discussed the fact that children of our generation are completely unable to escape from the influence of media. As a graduate of a South Carolina public high school, I spent four years being required to watch Channel One News each morning before class started. A commercial for the United States Army as an “Army of One” very similar to this commercial was played during Channel One News for several months. Is it a coincidence that the Army would pay Channel One to play this commercial to a classroom of young adults at the prime age for enlisting in the army who are required to pay attention? I think not.

Commerical: http://www.youtube.com/watch?v=OSsPOC4xZNM

Quote: Practices of Looking: An Introduction to Visual Culture, Marita Sturcken and Lisa Cartwright. Page 277.