an Ad a Day

A look at the marketing that surrounds us.

Air Force Reserve: Extreme!

Posted by Rosepixie on January 24, 2010

A few days ago I looked at some vintage Navy recruitment posters.  Well the armed forces certainly haven’t stopped recruiting and still need ads.  Each branch has it’s own ad campaign, of course, and each is different.  Some are more interesting than others.  This ad for the Air Force Reserve particularly caught my attention.

The text reads:

Your hobby isn’t the only place to find thrills.  A part-time career commitment to the Air Force Reserve rewards you with competitive pay, educational benefit packages, affordable health insurance and the opportunity to serve where you live.  Certain jobs offer signing bonuses up to $20,000 and training is available for a multitude of vocations, whether you have prior military service experience or not.  For an adrenaline rush of epic proportions, live the extreme.

And the bottom of the snowboard reads “Grab some air: Air Force Reserve”

I find it really interesting that this ad shows a guy all by himself playing a sport that is, by it’s very nature, solitary.  Military training isn’t exactly solitary and it’s certainly not self guided, like snowboarding tends to be.  But the goal here is clearly to try and suggest that you could get the same rush from the Air Force Reserve as you can from playing extreme sports.  That’s also an interesting choice, since one of the listed benefits is staying where you are.  Usually when we think of the extreme action available from the military, we think of travel and combat and neither is even mentioned as a possibility by this ad.  In fact, it sounds like you’d never have to see combat in the Air Force Reserve.  So how are they extreme, again?

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