Filed under: Retail, Odds and ends
U.S. Army imitates Apple to attract new recruits
They say imitation is the sincerest form of flattery, but I'm not sure how this one will go over with pacifist Steve Jobs. According to BrandWeek, the U.S. Army is planning on opening a concept recruitment center inspired by the interactivity of Apple's retail stores.
The pilot recruitment center is designed to be less intimidating, and more "like walking into a NASA center," said Edward Walters, chief marketing officer for the U.S. Army. The center will include helicopter simulators, full-scale equipment mockups, and large video screens.
The centers "show people what Army is about. We want to convey to young men and woman the most meaningful benefits of joining the Army," said Walters.
Analyst Richard Laermer doubts the test will succeed, and predicts that the new-look recruitment center will be shut down because of public outcry. "People are going to get mad about it," he said.
Get a WordPress.com Blog
![TUAW [Cafepress]](http://www.blogsmithmedia.com/www.tuaw.com/media/tuaw-cafepress-promo.png)
Reader Comments (Page 1 of 2)
Andy said 3:34PM on 6-15-2008
When I read the the article on brandweek, I couldn't help but remember the 'recruiting centers' on Starship Troopers...
Also, I'm not sure it's particularly wise to 'dumb down' the military experience into flashy simulations. It's just asking for those future soldiers to freeze or faint in the midst of real combat.
Lastly, 'chief marketing officer' has to be the weirdest military title I've ever heard of. At least the Russians don't mince words when they say, 'chief propagandist officer', hmm.
Reply
electronicat said 4:35PM on 6-15-2008
I don't think you could "dumb down" the Army any more than they've already done themsleves.
spook4thecia said 5:53PM on 6-15-2008
Yeah they should say "Chief Propagandist Officer." Only problem is that there is such a negative stigma about the word propaganda in this country. Propaganda is a basic tool of governmental policy and a very effective way to control large populations (for better or worse). Propaganda is not necessarily always a bad thing, contrary to what the loony left (and a few right wing nuts) would have you believe ----watch the comments on this article for a sample of that.
AJB said 4:00PM on 6-15-2008
yeah . . . good luck with that.
Reply
Jacques Lema said 4:07PM on 6-15-2008
The centers will show people what Army is about?
So they'll just put a big sign in an empty room that says "If you admire total failure at diplomacy, we've got a job for you" ?
Reply
Mike Lane said 4:57PM on 6-15-2008
I wonder if they'll have a fully operational slideshow room where you can go watch endless hours of powerpoint presentations?
Ooh, I wonder if they'll have a mock up of Walter Reed complete with screaming amputees, horribly burned soldiers, and Congressmen walking around repeatedly saying "thanks for your service."
Maybe they'll have a mock up of the enlisted dorms from WWII with the floor covered in shitty toilet water and rats rummaging through people's footlockers?
Maybe they'll have a room for mom and dad where they can pretend to be at home having a normal day when they get a knock at the door.
Reply
matts said 5:18PM on 6-15-2008
Wow, talk about cynical people..
Reply
Doug said 2:50PM on 6-16-2008
matts you are dealing with a largely un-american tech bunch here who are in love with the philosophy of a charlatan whose most profound idea is "yes we can". Though, in a time of war, the chant is "No, we can't." When we need to expand the production of our own oil, the chant is "no, we can't" and when we need to protect our borders from being overrun, the answer is "No, we can't".
Drill here, drill now....
Ethan said 3:37PM on 6-16-2008
Feel free to run into oblivion Doug, at least the Mexicans won't be there.
Doug said 11:32AM on 6-17-2008
did you learn that at an obama rally? profound.
Christopher L. Williams said 5:23PM on 6-15-2008
I wonder if, in their attempt to "show what the army is all about" if they'll have some interactive experiences with death, dismemberment and general states of being maimed.
Reply
Ron Sell said 5:34PM on 6-15-2008
I hope they have a room that shows the gratitude we feel to those who have laid down their life so jerks back in their safe comfortable houses can write stupid comments in blogs.
Jon H said 7:12PM on 6-15-2008
"I hope they have a room that shows the gratitude we feel to those who have laid down their life so jerks back in their safe comfortable houses can write stupid comments in blogs."
Clearly you haven't been paying attention to how badly we're shafting our veterans. Gratitude isn't a ribbon magnet on the back of your car. It's adequate funding for the VA to treat PTSD rather than a VA that avoids PTSD diagnoses in order to save money.
Jon H said 7:16PM on 6-15-2008
And is there going to be a suicide room? That seems quite popular with our troops that are deployed and for those who have returned home.
5 try to commit suicide every day. 2,100 in 2007. In 2002, there were only 350 suicide attempts.
Roberto said 5:28PM on 6-15-2008
Since when is Steve considered a pacifist. I've looked everywhere and there's no mention of siding with Cindy Sheehan, but there's mention of Buddhism, and some Buddhists have been peace activists. But how does this affect SJ in his "pacifist" status? Is the Think Different TV commercials being taken too seriously, thus jumping into conclusions?
Reply
Dudeman said 7:18PM on 6-15-2008
Isn't Steve Jobs the one who just bought a company that makes chips for missles??
Oh, and agreed to keep making them for the time being?
You cannot tell me he didn't know this before, during and after the purchase and you can't tell me he wasn't fully aware that after the purchase he would not be required to make these missile components for a time more.
He made a calculated decision.
If you felt this strongly about peace you should be picketing at this very moment and/or boycotting Apple products.
I know for a fact if this was Microsoft you guys would be beyond snarky and boycotting Redmond to no end.
Reply
reality reminder said 8:14PM on 6-15-2008
It's an all-volunteer force, or have you numbskulls forgotten that? If a GI dies in combat, it's not like they were duped or forced to be there. What, do these idiots think it's just "job training" and "money for college"? Fucking stoopid idiots. Why do they think they teach you to shoot guns and rig Claymores in boot camp for - training for the biathalon?
Reply
ChrisM70 said 12:04AM on 6-16-2008
You obviously do not pay attention to current events. These troops have had their leave time shortened, their tours lengthened, some soldiers have been stop-lossed (that means when their tour is over they STILL can't leave) and have had sub-standard medical care back in the U.S. when they get back. The military is also relaxing its recruiting standards and allowing soldiers with drug convictions and felony records to join!
My guess is that NO soldier thought these things would happen when they signed up. They probably thought that America and its leaders would take care of the soldiers who have been asked to risk their lives.
And, if that wasn't enough, Bush and Republicans want to deny our returning soldiers a G.I. Bill that would help them get their lives back to normal.
Every American should be ashamed of how our soldiers have been used in this incompetent disaster called The Iraq War.
Mike Lane said 6:41AM on 6-16-2008
Sure it's voluntary to sign the contract. But once you do, you belong to the Army, likely for the rest of your life (or your useful life anyhow). These stories about Army recruiting centers just goes to show how much of a lie they tell to get young people to sign those contracts. Who better to emulate than Apple if you want to market the Army as something new, fresh, exciting, and clean? They reach out for the "HUA" male go get 'em side as well as the "look how important you'll be" angle. And there will be times when you do "go get 'em" and when you do feel important just like the recruiters tell you. But those times are few and far between.
What they don't tell you, what they infact HIDE, is the horrors of war, the downright disgusting conditions they'll force you to live in, what happens to you if you get injured and are no longer useful to them. They never tell you about stop loss and how they can keep you like a gun toting slave long after the contract you're signing runs out. They don't mention that even if they let you out after your contract is over, they can (and very likely will) call you back into service.
People voluntarily join? Sure, some do. Many others are downright duped into joining and then forced to serve whether they want to or not for the rest of their useful lives. When they're used up, they're tossed into the street. It's the Army way.
Mac Vet said 2:42AM on 6-16-2008
No, we had a draft until the '70s. It's all volunteer now and has been for 30+ years. When you take the oath, you surrender your constitutional rights and are under martial law; the Army can do whatever it wants to you. You owe 6 years by hook or by crook and soldiers are trained primarily to kill or support personnel who do the killing. If you don't like the idea of being ordered to do your job of being a trained killer as you volunteered for, then you should have joined the fire department. Not sure what part of this people don't understand.