The “Soldier of Steel” spots for man of Steel Suggest that you too can be Superman when you enroll in the National Guard. is bound Captain Marvel equates entry into the military with a superhero “origin story”.
A trailer for X-Men: First class Edits between the Marvel characters and real soldiers in action. This cross-promotion tendency has increased during the war on terror, much like any other number of brands producing blockbuster-linked content. Sometimes movies literally served as recruiting ads the Navy notoriously placed tables in front of the demonstrations of. Notable filmmakers like Frank Capra and John Huston made propaganda films during World War II, and the Department of Defense is often involved in blockbuster productions. There’s a long history of collaboration between Hollywood and the military, of course. The military’s marketing department has been constantly experimenting with new media, from live “webcasts” from Iraq to taxpayer sponsored ones America’s Army Game series on a controversial Twitch stream. Since the Cold War gave way to the war on terror, the army has changed its image more quickly and gone through a series of slogans: “Army of One”, “Army Strong”, “Warriors Wanted” and finally “Who is your warrior?” This latest campaign seems to imply that the various career paths offered by the draft are similar to choosing a character class in a video game. “Be All You Can Be” has been the Army’s recognizable slogan for over 20 years, with an inevitable catchy tune from Jake Holmes (the original songwriter of “Dazed and Confused”). From 1991 to 2009, the press was banned from showing pictures of military coffins, and the proliferation of 24/7 cable news, social media, and even gaming has created more opportunities than ever to bombard citizens with pro-war messages.
But when the US invaded Afghanistan and Iraq, their administration had become much smarter with images. The advent of television television between World War II and the Vietnam War dramatically changed the US public’s perception of the latter conflict, as the types of horrors and atrocities that could be hidden from newsreels could now be seen live in people’s homes. And just like with weapons technology, the US government and its armed forces have long been at the forefront of propaganda. As long as wars are waged, wars must be sold.
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