- By Charles HomansCharles Homans is a special correspondent for the New Republic and the former features editor of Foreign Policy.
In an inspired bit of YouTube surfing, Gawker has assembled a compilation of military recruitment commercials from around the world. There are a few clunkers — three minutes is an awful long time to watch a Russian paratrooper sort of rapping in front of an obstacle course — and I have my doubts that this Japanese ad is not an elaborate sophomoric hoax, but on the whole they make for pretty fascinating viewing.
Watching these as an American, the most immediately noticeable thing is how little time most of the ads spend overtly appealing to patriotism. There’s Estonia, which does it cheekily, and Lebanon, which does it with a slow-motion sentimentality that would be cloying under other circumstances but is actually quite poignant in the context of a country that is eternally trying to keep things together. France and India, meanwhile, both hearken back to the U.S. military ads of the pre-9/11 era, in which we mostly see the life-advancing stuff that enlistment is supposed to get you, with a minimum of actual warfighting. (A career in the Indian army evidently prepares you for a lifetime of golfing and competitive diving.)
The Ukrainian army opts for an admirably straightforward “you’ll get girls” approach. Singapore features a naval vessel transforming into a giant robot, presumably developed to contain the same giant lava monsters that have long plagued the U.S. Marines. Britain’s jarring entry — which a student of post-colonialism would have a field day with — looks like it was directed by Fernando Meirelles. (This kind of “I dare you” approach to recruiting must work in the U.K. — back in the ’90s, when the U.S. Army was mostly promoting itself as a way to pay for college, the Brits ran magazine ads showing a Royal Marine eating worms as part of a survival training course.)
But the real winner here, I think, is Sweden, which is promoting military service to young women as a means of avoiding working as an au pair for awful Americans:
Blake Hounshell is managing editor at Foreign Policy, having formerly been Web editor. Hounshell oversees ForeignPolicy.com and has commissioned and edited numerous cover stories for the print magazine, including National Magazine Award finalist "Why Do They Hate Us?" by Mona Eltahawy. He also edits The Cable, FP's first foray into daily original reporting, and was editor of Colum Lynch's Turtle Bay, which in 2011 won a National Magazine award for best reporting in a digital format.
Blake joined Foreign Policy in 2006 after living in Cairo, where he studied Arabic, missed his Steelers finally win one for the thumb, and worked for the Ibn Khaldun Center for Development Studies. Blake was a 2011 finalist for the Livingston Awards prize for young journalists for his reporting on the Arab uprisings, and his Twitter feed was named one of Time magazine's "140 Best Twitter Feeds of 2011." Under his leadership, in 2008, Passport, FP's flagship blog, won Media Industry Newsletter's "Best of the Web" award in the blog category. Along with Elizabeth Dickinson, he edited Southern Tiger: Chile's Fight for a Democratic and Prosperous Future, the memoirs of former Chilean president Ricardo Lagos, published by Palgrave Macmillan in 2012.
A graduate of Yale University, Blake speaks mangled Arabic and French, is an avid runner, and lives in Washington with his wife, musician Sandy Choi, and their toddler, David. Follow him on Twitter @blakehounshell.| Passport |