Sometimes you'll see a commercial coming by about joining the air force, or the army or the navy. The emphasis I see here is on helping people in far away countries if need be, growing as a person and toughening up.
The army's commercials in the US are a little bit different. For one, they look like the trailer of Blackhawk Down, Saving Private Ryan and Starship Troopers. Very Hollywood. Also they emphasize (quite heavily I might add) being a patriot, much more than over here.
I guess marketing departments in the armed forces do quite some checking on demographics before they do this. I just don't really know if you actually get the recruits you want fighting your wars using the US commercial.
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