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US Marines Make a Direct Appeal to Women

The US Marine Corps is taking on its recruiting challenge the American way — with a targeted advertising campaign. Moving away from its nondescript demographic of "young men," the Marines launched sophisticated ads specifically appealing to women, Latinos, and Arab Americans.

The New York Times advertising section profiled the women-focused campaign:

In the latest campaign, a print ad shows a female marine striking a martial arts pose in front of a crowd of men who are looking up to her as their leader. The tag line: “There are no female marines. Only marines."

These ads run in magazines like Shape , Self, and Fitness, titles likely to be read by young athletic women. Instead of the usual commercials during a NBA game, female-friendly TV spots appear during American Idol. The Marines admitted women for clerical duties in 1918, and today women make up 6.2 percent of the Corps. As seen in this historical gallery, the appeal to women has become much more complex over the years, moving away from flowery brochures.

According to the NY Times, ads running in the La Raza Spanish-language newspaper emphasize family, with the slogan “Each unit in the Corps is a family, and each member knows they never stand alone." The message to Arab Americans? — “I am American. I am Arab. I am a Marine ... I know where I stand.”

Will an appeal to nontraditional demographics change the culture of the military? Do you think the type of woman who would join the Marines needs a direct appeal?


Join The Conversation
jennifer76 jennifer76 9 years
I agree with that, too, LibertySugar. Maybe someday Congress will come around and revise its Don't Ask, Don't Tell policy. ;)
LibertySugar LibertySugar 9 years
I agree with you, jennifer76. I also think that a person should not be thrown away for their sexual orientation. ... but that's a whole other post. ;-)
hausfrau hausfrau 9 years
Jen I think you know the answer to that question!
jennifer76 jennifer76 9 years
Not sure I will ever understand the concept of throwing a person away after a single offense no matter how minor or how young. :? Do people honestly believe that no person who has ever committed a crime EVER should ever be hired for any kind of job!? Ever!? Or do they just like to harp on the military...? :ponder:
UnDave35 UnDave35 9 years
Having read the article on the recruiting of felons, I think it's a good idea to take in the felons that committed crimes as children. Being in the military would give them an opportunity to learn discipline, and get a second chance to be a good citizen.
hausfrau hausfrau 9 years
uhhh and your point is?
suburbanprincess suburbanprincess 9 years
At the same time the military is recruiting women, they are increasing their recruitment of felons.
UnDave35 UnDave35 9 years
Auntie - If you'd gone to the military after your divorce, you would've killed all the men there, both the ones we are fighting, and the ones we aren't ;)
Auntie-Coosa Auntie-Coosa 9 years
The ad campaign may help women who have 'thought' about joining the Marines but then took a different route and are maybe tired of the same old same old to give the Marines a second look. Only thing I wish I'd done differently is that I wish I'd joined the Military after my divorce. I'm retired now, so it won't be happening. I have one grandson who is in the Army in Iraq.
piper23 piper23 9 years
I totally respect the women in the military because I know I couldn't do what they do. During a certain school my husband just completed the candidates had 7 minutes to get out of bed and be in formation outside their barracks. 7 minutes, that's it. Just thinking of all I have to do in the mornings and then considering the women in his class were subjected to that...well, I couldn't do it.
hausfrau hausfrau 9 years
They did redesign the women's dress blue uniform... to make it look more like the mens... I think it looks better overall though. The shoes still suck however.
CaterpillarGirl CaterpillarGirl 9 years
they need advertising that appeals to women for real, like "we have redesigned the uniforms to make your butt look smaller" and "New menus in the Caf , have sushi and a latte!"
katybug518 katybug518 9 years
I have a very attractive friend who enlisted, who is not the "typical" Marine, and she was discharged during bootcamp because she had to file a sexual harassment complaint against her drill SGT, and the Marines saw her as a liability. If the Marines are going to start targeting their advertising towards women, they need to be sure they are addressing the issues they have after you get these recruits to sign on the dotted line! If I wanted to join the Armed Forces, as a woman, I'd go Air Force.
raciccarone raciccarone 9 years
When Demi Moore tried this she quickly became box office poison. Can we afford to lose more American actresses?
hausfrau hausfrau 9 years
Monday I love your diplomacy! But I would agree with you, about 99% of female Marines I have met meet that description.
j2e1n9 j2e1n9 9 years
I like it! I wish I was one now!
mondaymoos mondaymoos 9 years
To be honest, and I hate to be stereotypical here, the type of woman who joins the Marine Corps doesn't really care about advertising. I worked with Marines, male and female, in my squadron and they definitely tend to have a certain personality type. Aggressive, no bullshit and atheletic. Generally, they make up their mind to become a Marine before they even leave high school. I doubt some ad in Shape is going to make a difference. That said.. I joined the Navy because I wanted to be GI Jane. :D
hausfrau hausfrau 9 years
Jenn if you want some optimistic military coverage, you can join CammieSugar!
hausfrau hausfrau 9 years
Haha Jennifer! Right on!
jennifer76 jennifer76 9 years
Hmmm...I just clicked on your "Military" tag to confirm my feelings about military related posts here and see that your coverage is actually quite evenhanded. Nice fluff pieces, serious discussions and some negative/accusatory posts. So good job to you guys! :medal: Guess I'm just overly sensitive about this. :oops:
jennifer76 jennifer76 9 years
Well, that can't be right. I thought I'd learned here that the military hates women and is racist. :? Ok, overly sarcastic...but it is nice to see something about the military in Sugarland that isn't incredibly negative or accusatory.
hausfrau hausfrau 9 years
Hey its just nice the Marines get some new ads! Every ad I see for them is at least 10 years old!
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