Like Selling Cactus to a Fish

von Hoffman, Contantine
January 2007
Brandweek;1/1/2007, Vol. 48 Issue 1, p25
Trade Publication
The article looks at the U.S. Army's military recruitment advertising campaign, known as "Army Strong." The campaign is aimed at parents and focuses on convincing parents to let their children enlist in the Army. The television commercial features a mother and father who discuss their apprehension of their son's choice and how proud they are of their son.


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