Creative Imaging within Misleading Advertising in Military

Creative Imaging within Misleading Advertising in MilitaryReview of literary productions This chapter provides a discussion of the related concepts linked to the aims and neutrals of the research as highlighted in Chapter 1. An initial mindset diagram (figure 1) highlighted relevant areas. The concepts or ideas beget now been prioritized to entangle the following.The purpose of the literature review is to show an under wheeling of the basic concepts of the research and to highlight possible areas for the primary research.To begin with the concept of misleading advertising in the armed forces is addressed for this chapter, Advertising is one of the crucial recruiting tools used by the array services in support of the all-volunteer force. I feel firmly that the military isnt being advertised appropriately, whenever the real horrors of war are kept secret to todays society.Recruiters using advertise ment in the militaryMilitary recruiters depend on the new status of their prey to capture them with false promise. The highest calling of any society is to protect the y surfaceh from any danger. Our society today is failing to recognize this call.Clinic Rutgers rail of justice (2008) highlights thatRecruiters insinuate themselves in teenagers lives without their parents knowledge. The interest of parents in the care, custody, and control of their children-is perhaps the oldest of the fundamental liberty interests recognized in our countrys laws. These fundamental rights include a constitutionally protected zone in which parents can direct the upbringing and education of children under their control, without hindrance from the government.https//law.newark.rutgers.edu/files/u/MilitaryRecruitingReportConLitFinal.pdfSackett (2004) states thatIn the late 1990s, the U.S. armed forces struggled to meet their recruiting goals and in some cases fell short. This led to the question of how the recruiting process and the recruiters job could be better supported in order to ensure that force strength, force attri scarcee and the required skill mix of someonenel will be unattached to meet every changing security and defense challenges. Military officials recognized that a fundamental understanding of the youth population and of the effectiveness of various advertising and recruiting strategies used to attract them would be extremely valuable in addressing these questions.Clinic Rutgers school of law (2008) highlights thatFunding for military recruitment is on the raise. The 2009 military advertising budget totals $20.5 billion. This money is used for slick ads and tv games designed by the same merchandise firms that create commercials for major corporations, such as Coca Cola, McDonalds and Nintendo.I vex this very paragraph very interesting as it talks about contrasting advertising firms that done commercials for Coca Cola which is very contrasting from the ads for the military.https//law.newark.rutgers.edu/files/u/MilitaryRecruitingReport ConLitFinal.pdfThe military has a favourable relationship with the entertainment industry for many eld now, providing open door base material, contact and consultation to movie studios. Evans (2008) quotesWe may think that the content of American movies is free from government interference, but in fact, the Pentagon has been cogent filmmakers what to say and what not to say for decades. Its Hollywoods dirtiest little secret.http//www.ringnebula.com/Oil/recruiting-children.htmThis essence evaluates the property of advertising on recruiting, given that quantitative estimates of the relative helpfulness of Navy, Army, Marine Corps, shine Force and joint advertising programs. The findings indicate the army services achieve enlistments from extra advertisement, and the goods of any branch do not seem to come at the cost (in terms of lost recruits) of any former(a). Sackett (2004) wrote the development of an advertising campaign for the military.The framework involves (1) tracking the competitive environment for military recruitment to detect factors touching youth understand and views of military service (2) examination of audience member beliefs, goals and language (3) development of a range of message strategies for military recruitment (4) apportioning of resources to advertising message strategies.Here I have included an image that I have quiet off Google Images of a soldier in duty. The lensman and Director have been very seminal and smart with their work. They have modeled this person to look controlling and passionate in their act of duty. The image gives a real surreal atmosp present with the dark gloomy and moody colours. The settings surrounding this soldier are making him stand out even more. The facial thoughtfulness shows deep concentration. He is alert and ready for combat but what these television ads never show is any actions or glimpse of battle, just a grand soldier holding a weapon.Video Games After discovering their use as both recr uitment and as military training, The military has reinforced progress of PC war game software, for example Close Combat First to Fight this game was created by the military, and targeted for teens.Military recruiters ability to affect young people is sternly enhanced by fascinating imagery shown in the various promotional materials that they bring to schools, including brochures, DVDs, and video games. Dertouzos (2003) points outIn recent years, the Department of Defense (DoD) has been expenditure more than $100 million annually on advertising to support recruiting. It talks about them being successful with involving the youth within the military. For example here is Dertouzos (2003) stating that Advertising has been effective in increasing numbers of high quality enlistments ie, high school seniors or graduates who score in the upper half of the gird Forces Qualification Test.Evans (2008) highlights thatAnother success story, in terms of the number of teens and young adults p articipating, is the US Armys video game project Americas Army, accessed by several million players as of 2007. Americas Army is a highly graphic, fast paced and graphically violent battle simulation for youthful players. The army states that the game is for growing adults, but it is freely available on the Internet without age restriction and is widely distributed to children.http//www.ringnebula.com/Oil/recruiting-children.htmSackett (2004) highlights the importance of targeting young peopleThe youth population should be a key objective for the military. I included this paragraph from Evaluating Military Advertising and Recruiting book because it will be very helpful when I go to write my next chapter, it talks about the military targeting the youth as their main components to join the military.Military video games are the main tool of educations future by irritating men to bring out all real rampages. Gunter (1998) points out thatThroughout the 1990s, increasing numbers of newspa per headlines have highlighted scare stories about violent and horrific video games, aimed at children and teenagers, with themes that emphasize murder and mayhem.It shows that video games within the military has gone viral throughout the social media and can be accessed by any person at any age which is concerning. This is a worrying issue that involve to be spoken out for they are giving the wrong message out to the young men and women to advertise the military. Video games have the attention of the youth and can educate as well as entertain. Its good enough for entertainment, but should war be sterilized and glorified in this way? No it should not The real horrors need to be made very public and clear.The military advertisement is very clever because how they use the creative side to military video games is the intense graphics. It automatically grabs the viewers attention straight away. They include and establish so much attention to detail that its distracting you from the ma in message. As you can see I have included a few photographs at the butt joint of this section of different military games that I collected off Pinterest. The bold and sharp colours catch your eye immediately which pulls the audience in. They use creative imaging by include so much detail within the background with explosives / smoke and fire, making the soldiers look extremely powerful that nothing could stultification or come in contact with them, but in reality they would be killed immediately. With all the smoke blocking and distracting their sight and concentration, that would be giving their foe an opportunity to shoot and kill. I find it interesting that they have managed to set two different scenes within the creative imaging for example in the other photograph, I find it has a very relaxed and peaceful appearance compared to the graphics beforehand. The colours are a lot more dulled down and tranquil and dont have such excitement added to the atmosphere, the actors has paid a lot of attention to detail trying to suit the viewers needs by making them comfortable with the games due to the graphics. Though the intense graphics do not betray the truth to the realities of war.Women in the MilitaryMany debate that due to recent conflict, women already serve in combat roles, their service is not formally acknowledged, it obstructs their qualified development and admission to some benefits.Clinic Rutgers school of law (2008) argues thatRecruiters give female students the supposition that they will be out of harms way. While women do not serve in front line combat positions, they work some of the most serious jobs at the front lines. Female students are not informed about the dangers of sexual assault and harassment. Of women receiving care from the Veterans Administration, 23% reported sexual assault and 55% reported harassment during their service. Furthermore, women report higher rates of psychological disorders than men.https//law.newark.rutgers.edu/ files/u/MilitaryRecruitingReportConLitFinal.pdfI have included two photographs of women in the military that I collected from Pinterest. What stands out about these two photographs is the person behind the uniform. How these photographs relate to the creative imaging side is how the Photographer have directed these women and modeled them as a strong independent solider. But what these photographs never show is women in their act of duty in the military lifestyle. On the second photograph I find it has a very intense atmosphere with the dark moody background colour, it really sets a strong contrast between the soldier and the background. It makes her personality stand out and her facial expression show more, it almost has film scenery to this photograph with the bold graphics.Mental HealthOne area of the military that needs to be addressed is the mental health that effects the soldiers lifestyle during and after war. Mental health is a high-risk part of our lives for it reflects on how we control our view and the way we react to life. For it helps decides how we adapt to a variety of requirements, connect to others and make choices. Mental health problems are not a sign of weakness. The reality is that it affects the strong and the brave just like everyone else.Scott (2013) statesOne in three returning warriors has or is likely to develop serious mental health and / or psychological issues that make it difficult for them to adjust to a normal environment.Mood disorders may affect anyone at any time, but soldiers are at a oddly greater threat for developing conditions such as major depression disorder (MDD) and post-traumatic stress disorder (PTSD).As I was collecting my research I came across a list of the most common side effects of Depression disorder and Post-traumatic stress disorder that Scott (2013) includedExcessive Fatigue (tiredness) compactness problemsIrritabilityVision changeReduced reaction timeDecision-making difficultiesDecreased memory and fo rgetfulnessAttention and concentration difficultiesConfused about recent eventsRepeating of thoughts and questions genius changesImpulsivenessAngerFeeling as though a certain event is happening againHaving nightmares of terrifying events and night sweatsFeeling distant from those you previously felt close toFeeling more aggressive or even violentContemplating suicideFeelings of guiltSadnessDepressionNervousnessChanges in eternal rest patternsI have included two photographs that I researched online the internet (Google Images) that relate to this section on Mental Health. These two photographs give a different message each. One shows a soldier fighting against mental health and the other shows a soldier breaking down from fighting against mental health. For the first poster, the designer has used creative imaging by using typography. The typography is large and bold and contrasts strongly against the background. The colours that have been used on the background have an interesting effect to the poster, the smoky pattern brightens it up against the black. The design is succesful is a sense with all the colours and large text making it eye spying to the viewer. The designer has been creative by modeling the soldier as if he is screaming / shouting, has an intense appearance to the image. For the second poster the designer has created completely different scenery, it gives a more depressing emotion with the dark dull colours used within the background. This photograph is successful as it sums up a big percentage of a soldier struggling against is his own mental health, not being able to cope with the wars they have witnessed.