I went to see Inglourious Baasterds last week and I saw a new (new to me anyway) USCG recruiting commercial. The one with the woman running to the coast. I like that one. What do you guys thiink of it?

You Tube has a lot of old USCG commercials with Louis Gosset Jr if you're feeling nostalgic.

MIKE

That was GREAT thanks

The new recruiting ads will be getting more airtime at movie theaters across the country. I think they're pretty good.

I am a lifetime subscriber to POLICE Magazine. This month's issue had a half-page ad for the CG in it, picturing a Coastie all SWAT'ed out.

That was the first CG ad I've seen in it (and I've been getting the mag since the mid-'80's).

Mike, there is not one new one, there are FOUR.... a male & female (the one you saw) in English.. then, they have the same two ads in Spanish. Go figure..

Last I knew English was required to join the CG.. why the need for two additional ones in Spanish?

Don't get me wrong, being able to speak more than one language is wonderful.. I wish I could.. but I just don't see the need for FOUR commercials saying the same exact thing.

Wray...

It is four exact commercials which all say the exact same thing... But it's saying it to different people. The bottom line is that human beings are more receptive to messages when we receive that message from someone that looks like us. That's not prejuidice. That's just human nature.

Although I have a huge problem with things such as affirmative action, I don't have a problem with targeted advertising.

I've seen the ads and don't quite understand the relevance of running and scampering up mountains to what actually happens in the Coast Guard. Seems a more effective campaign would have focused on the myriad duties, stations, ships and aircraft the CG uses.

But that's EXACTLY the point. It isn't supposed to attract you and I. You and I have been there, done that. Got the t-shirt... What appeals to you and I and what appeals to that 19 year old hard charger or the 25 year old college graduate stuck in what appears to be a deadend job are not the same things.

This is targeted at an entirely different demographic. They aren't trying to reach 40-60 year old white males. They are trying to reach an entirely different group. And it does appeal to them...

This kind of reminds me of when adults are complaining about how irritating the Barney song is. Of course it is irritating to us! We are adults. But it's not targeted toward us. It's targeted toward 4 year olds...

This is aimed a a different clientele than you and I. Face it, we already drank the kool-aid!

But what is the message? What the ad shows provides ZERO info about what the srevice that is attempting to recruit them actually does. I'm thinking a 47' off Cape D. would get their attention too.

Heck, look what happened after the Guardian came out? Everybody now wants to join up and be a rescue swimmer.....

This message has been edited. Last edited by: Ex_CG_GM,

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why the need for two additional ones in Spanish?

Maybe a Spanish speaking parent will see the ad and let their child know.

Successful advertising isn't about information. It's about image. Heck, even the Marines figured that one out. How many people join the Marines figuring they will be standing over the Golden Gate Bridge spinning a rifle?

Marketing isn't about information. When was the last time you saw an ad about Levi's or most any other product that was, in fact, about the product? It isn't... It's about the image. Advertising is about getting people to assosciate their product with the image that is presented.

Can you play golf like Tiger just because you have an American Express card? Of course not... But people lots of money to associate their product with that image.

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The bottom line is that human beings are more receptive to messages when we receive that message from someone that looks like us.

Sorry, but to me.. the "bottom line" is you must speak and understand the English language to enlist in the CG. The CG will NOT be receptive to someone going to a recruiting office that can only speak Spanish. Is the CG giving a FALSE HOPE to those that see it and Spanish, then go to their recruiter only to be turned away because they don't speak or understand English?

Really pretty simple to me. Of course I was just down in South Florida yesterday.. to much Spanish everywhere for me.. I thought I had made a wrong turn and was in Tijuana or Havana

Wray...

quote:

Originally posted by Ex_CG_GM:
But what is the message? What the ad shows provides ZERO info about what the srevice that is attempting to recruit them actually does. I'm thinking a 47' off Cape D. would get their attention too.

Heck, look wwhat happened after the Guardian came out? Everybody now wants to join up and be a rescue swimmer.....

That might be a fair point Stan, but what 30 second commercial could really tell the story of the CG? I think the main message is that there is plenty of adventure waiting for them in the CG.

Also, I don't get a whole lot of people wanting to be swimmers. A few do, but most of them realize how hard that job is.

Image.. now there is a good point... Shouldn't the CG be portraying a true image of what it is like in the CG? SAR, AtoN, LE, that type of stuff? False images will give people false hopes... they will end up getting kicked out of the CG if it is not what they thought it would be.

Additionally, I didn't think the CG was having any recruiting problems.. do you know something we don't?

Wray...

That plays well and fine to 40-60 year old white males (you and me). But that's not who the Coast Guard is trying to recruit, is it?

It's a different world out there... What worked for you and me doesn't necessarily work for kids today. We can keep running those old ads if you want... We won't get much in return. How many of us grew up in Sunday Schools or grade school with the teacher using the old flannel graphs? I remember what they are... How successful do you think a teacher today would be if they attempted to use this "technology"? They would be laughed out of the classroom, by the kids, the other teachers and the parents!

And, as far as I know, the CG doesn't not have recruiting problems. We do continue to lag behind amongst certain demographic groups. Now, some of us would say that isn't important. I happen to think it is very important. We can attempt to close that gap without going to places like Affirmative Action. I think "targeted" advertising is a step in the right direction in doing this. As I said earlier, human beings are more receptive to messages when that message is given by someone that looks like the person receiving it. That's just the way we are...

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Originally posted by Wray:
Image.. now there is a good point... Shouldn't the CG be portraying a true image of what it is like in the CG? SAR, AtoN, LE, that type of stuff? False images will give people false hopes... they will end up getting kicked out of the CG if it is not what they thought it would be.

Additionally, I didn't think the CG was having any recruiting problems.. do you know something we don't?

Wray...

Do you really think that they are joined based SOLELY on a 30 second commercial? The commercial simply sparks their interest if it wasn't there already. When they come into the recruiting office, they are educated on ALL of the missions of the Coast Guard. They then take all of the facts to make an informed decision.

Not sure what they think or know.. I never wanted to be a recruiter... I preferred the operational things... like what should or would be in a commercial if I were to produce one, or what has already been in commercials I have already seen.

Regardless... the context is not the issue... it was the language... and 4 identical commercials, aside from sex & language. Sorry.. still overkill in my book.

Wray..

Hope they do not start dumbing down the the Guard.

quote:

Originally posted by Wray:
Regardless... the context is not the issue... it was the language... and 4 identical commercials, aside from sex & language. Sorry.. still overkill in my book.

I seem to notice a trend in your posts Wray. I can't seem to understand why it bothers you so much that we are appealing to spanish speaking talent. You keep stating that 4 commercials is "overkill". What exactly do you mean by that? I mean it can't be a money issue because the cost to re-voice the commercials to spanish was probaly very small. Its not like they show all 4 back to back (and you don't seem to have a problem with having a male and female version of the same comercial). So is the main issue that we have spanish advertising at all?

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So is the main issue that we have spanish advertising at all?

Yep.... Do you think they would have English commercials in Mexico City for the Mexican CG?

Wray...