Monday, April 21, 2008

The Marine Corps "appeal" to women  

Times is hard.

At least for the Marines, who are facing difficulty with recruiting during this highly unpopular war. Their solution? Why, reach out to the women, of course! The Marine Corps have begun running women-friendly ads in magazines with a female audience, such as Shape.

The Marine Corps started accepting women for clerical duties in 1918. In 1973, when the military dropped the draft, the Marines attempted to appeal to women by distributing brochures to college women. The brochure cover had a picture of a flower on it. Other than that, the Marines predominantly ran ads with its "few good men" slogan. In the 1990s, the Marines began having trouble reaching recruitment goals, and thus ran ads in magazines like Seventeen and Sports Illustrated for Women:

The tagline reads, "Get a make-over that's more than skin deep." Other ads during this time had the slogan, "You can look at models, or you can be one." I don't think I have to make any comments about gender stereotyping here.

Today, the Marines are again looking for a "few good women."

To me, it seems as if the Marines don't particularly give two shits about "reaching out to women" unless they're in a jam. Appealing to women doesn't seem to be a top priority unless recruitment numbers are down. That makes me angry.

Full article at the New York Times.

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5 comments: to “ The Marine Corps "appeal" to women

  • April 27, 2008 at 7:22 AM  

    In addition, their way of reaching out to women is to make statements implying their shallowness about physical appearances!

  • March 21, 2009 at 10:56 AM  

    Undoubtedly the "A Few Good Men" slogan has been an overwhelming success for the Marine Corp in its recruitment for the military, but as a discriminatory mechanism for excluding the potential of women, there could not be a finer example than that slogan in imparting the message that women are unwelcome, and unqualified.

    Without creating "equal time" for "A Few Good Women," it's not possible to achieve any measure of gender equality in the military, and to erode such a fine tradition of recruitment in a military that relies upon male combat for security, the choice to reproduce the ad as women friendly is the only choice for the Marines - but in keeping with the tradition of selecting the finest recruits that America can identify.

  • April 30, 2009 at 6:48 PM  

    I've known quite a few female Marines and they have been some of the finest officers and Marines that I've have ever known. I have never and will never have anything but respect for women who choose to wear the uniform. Not all Marines think of women as inferior.

  • May 24, 2012 at 11:06 PM  

    Wow, nice post,there are many person searching about that now they will find enough resources by your post

  • June 7, 2012 at 4:34 AM  

    Thank for sharing:D

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