Didn't want to reinvent the wheel, so I found an old subject that definitely needs new discussions.
This past weekend, I came across yet another (lame) CF advertisement. This one was worse than most. It featured the slogan "I'm looking for: A career I'll take pride in:" and discussed that a wide range of careers were available, along with specialized training, and the kicker -
subsidized education !
Now, if that wasn't enough to get the imagination and juices flowing, the image sure was :
. It was actually two images, with one superimposed over another. The primary image was of a first nations woman in old style combats. She had her sleeves rolled up about three rolls to the midpoint of her forarms. She was bespectacled, and was sporting a ponytail. She was without headgear, and her head was turned to face the camera as she appeared to be working with a socket wrench.
This image was superimposed over another of a male and female with baseball caps, in what appears to be a navy control room.
Now, if I were a young 18 year old male, with testosterone flowing, looking for adventure and belonging, looking for something that would have me beeming with pride, this campain would have the same effect on me as an advertisement for feminine hygiene products.
I'm definitely not an expert here, but either I don't get it, or, I think, more accurately, the CF recruiting department doesn't get it. If they need inspiration on what motivates young men IMHO, look south. Watch the U.S. ads that air during major sporting events. As a middle-aged man, when I see the USMC ads, it makes me want to cross the border and join (if only for a minute).
If, as I understand it to be, the combat arms are constantly struggling to meet it's goals with quality personnel, and with greater challenges on the horizon, why does the CF continually produce ads that seem to appeal more to clients in a woman's shelter than to a strapping young lad right out of high school.
Focus on true toughness, the current anti-terrorist mission, guns and more guns, and maybe even a little bit of patriotism. How about using that famous sniper picture from WW2 (the one with the moustached guy with the bandanna), and have it morph into a sniper of today?
By removing the constraints imposed by touchy-feely, equal opportunity, multi-cult pap, the CF could produce a series of campains that would have the youth of the nation clamouring to join, allowing for the selection of the best of the best.
But, of course, not likely to happen. So sad.
Many are true heroes. 
