I havn't done any extensive studies. The success of these adverts is beyond me, but check out the tube link I posted if you need some kind of confirmation. Again, I am talking about the nature of these ads. They advertise joining the army in reality, yet the piece is strung together with slow motion shots, epic music, people smiling and having the time of their lives. It's a fucking movie trailer and so far from the reality it boggles the mind. Without meaning to sound elitist, UK army ad campaigns make emphasis on the different areas you can join. There is even one for becoming a chef, as well as a technician, communications expert, engineer. Most of all though, they don't glamourise it, they present it as a career option for all kinds of people, one that doesn't necessarily mean you need to get your head blown off. US Army Strong is nothing but romantic propoganda for impressionable young people, barely informative, just something to get you all riled up and punching the air; like power rangers on a saturday morning.

You can stop pretending i'm making a statement about every soldier that joins.