Analysis of the “Be the Best” Army Advertising Campaign

“Be the Best” Army Advertising Campaign analysis –  In early October 1997, a report was shown that the extent of racism in the British military was extremely high

This put people off signing up and due to this figures began to drop.

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A new promoting campaign was set up by the military to encourage extra folks to join up of both white and ethnic minorities.

Saatchi & Saatchi are an promoting firm whom are well-known for their aptitude and talent at inventing new methods of promoting, often containing a pun (a play on words).

They were requested to take this project on board. The challenging title “Be the Best” was put together to hopefully promote new recruits. From then on many posters have been designed each with a person cleverly devised theme but all the time utilizing the slogan. This was to attract completely different people than in distinction to appealing to the stereotype bulk of army recruits as before.

Section 1.

Poster 1.

Slogan -” Wanted 17 12 months olds into physique building”

This Pun is especially aimed toward 17 year faculty leavers, its catchy play on words attracts youthful folks into firstly taking a look at the poster.

The title is sweet and contrasts well with its caption.

Presentation layout

The posters format is well thought out using all the advertising area, it enhances the slogan/title by utilizing white daring text on a dark background which instantly catches the eye of the general public and due to this fact doing the precise job that it is imagined to.

The picture is of a solider helping people who are affected by extreme poverty, the individuals are holding empty bowls begging for your/soldiers assist.

The poster places throughout its strong message to suggest that becoming a member of the army it not all the time about warfare and destruction nevertheless it can be about helping less fortunate people in other international locations.

Analysis of the Be the Best Army Advertising Campaign

Overall effectiveness

This poster will appeal to nearly all of the considerate young school leavers who might have an interest within the military. It grabs peoples consideration nicely but mainly due to its vivid illustration of the starving kids.

Poster 2.

Slogan – “17 year olds needed to work in quick food chain”

The pun once more may be very catchy and encourages people to check the poster in depth and to work our the total meaning of the caption together with the illustration. It might recommend that 17 yr old fashioned leavers are needed to work in a fast food chain similar to McDonalds(tm) But after one look at the picture and its which means fully diverts from its first intentions.

Presentation layout

Its layout presents itself to be well thought out and again using all the space adequately. Like all the army promoting posters it follows the same primary layout construction as mentioned in poster 1. This poster specifically is from an odd angle that seems to recommend that the soldier from whose point of view you are looking from is spying on people in the picture. The image shows a continuous line of men who are unloading giant sacks which presumably include food, these men helped by soldiers have fashioned a human chain.

Advertising Campaign analysis

Overall effectiveness

This poster seems to be the weakest out of the 4, unless someday is taken to study it, the total picture/message is obscure. A poster of this sort should be fast and highly effective so that the message can be understood at a look.

Even so, the poster delivers the message but the majority of the time it isn’t fully understood .

Poster 3

Slogan – “17 Year old body pierces required”

This out of the four posters has the strongest slogan, especially in path of youths. It initially suggests that 17 years olds are wished to body pierce which corresponds properly with the picture.


This poster once more contains the identical fundamental layout construction; the image reveals a soldier vaccinating a young woman from a virus/disease, this sees to be in some distressed half and enhances the posters mean right away. This poster is from a troopers POV although his/her view is in path of another soldier.

Overall effectiveness

This in my opinion is the most effective poster of the 4, It has a powerful message that is put throughout properly. Its daring that means may be absolutely understood any time unlike the others, its picture can be clear about what’s going on.

Poster 4

Slogan – “17 12 months olds wanted to stop highway rage”

This posters slogan can be one of the stronger ones, it additionally as an initial suggestion which is that 17 year olds are wanted to stop road rage, which is autos driving into each other often because of some driving error made by a driver. The posters image changes this.


The poster as soon as again is in the same type, the image exhibits a crowd of violent hooligans in the distance and a person fairly shut holding a baseball at in an aggressive manor. You because the soldier are approaching the gang to help cease it. The word wanted is used within the slogan, this provides the reader a little bit of self belief that makes them really feel as if the military needs them as appose to wanting them. The picture works terrifically with the slogan so that it may be understood at a glance.

Overall Effectiveness

The poster in its entirety is very powerful and can appeal to plenty of the minority that were focused. Its slogan matches in completely with its image and as the word needed is used it would have inspired many youths to hitch.

Section 2

After completing the advertising marketing campaign for the youths, the military also requested Saachi & Saachi to deal with one other drawback in the military, racism. The poster in part 2 just like the others is highly effective, and puts the message throughout well.

This poster is aimed toward a specific ethnic group, the afro-Caribbean. Saachi & Saachi created this poster to encourage more colored folks to affix the British military as Britain is a multiracial nation.

Slogan – ” who are you calling a coconut?

This slogan or ‘aggressive statement’ comes across as being impolite and harsh in path of the black population, initially devised by racists it could possibly be seen as an offence to black folks although as quickly as shown with its picture the meaning to the sentence changes. This is an efficient method of boosting peoples moral to affix the military and works excellently with this poster.


The poster is introduced in a nicely thought out means, it reveals an afro-Caribbean male holding hi forefinger in the path of you (the viewer). The male seems irritated, his face is very shaded and his eyes are blacked out to emphasise his strong features, the slogan is printed across his mouth at an angle. Underneath the picture is a couple of sentences to encourage the reader to join, the army’s brand and phone number are on the bottom.

Overall Effectiveness

This poster is doubtless considered one of the best I actually have seen, the combined have an result on between the image of the man and his aggressive phrases are highly effective and put throughout the message clearly. This poster can be seen from two fully different folks in two fully different ways, if you had been an afro – Caribbean man keen to join the military and also you got here across this poster it would encourage you, as a outcome of the man within the image is in your facet. If a special man noticed the poster, say racists in the course of blacks, this will likely put him off becoming a member of the army. So general, the poster works in good ways and it’ll encourage individuals of different backgrounds to hitch.

Discuss in detail how the actors (es) who play Macbeth and L.Macbeth ought to prepaire for this scene. (Act 2 Scene 2)

This scene is considered one of if not the most important and for me most attention-grabbing scene of all. Mainly as a end result of it’s the principle turning point in the play, I say this as a outcome of in this scene, Duncan (the king of Scotland) is murdered; this modifications the entire play as a loyal Thane (macbeth) betrays his nation. This homicide isn’t carried out as easily as thought to be nevertheless, and it takes plenty of persuasion from L.Macbeth to firstly persuade Macbeth it’s the right thing to do.

Before any of this occurs Macbeth meets three witches, all of them tell him that he shall turn into thane of Cawdor also King! He dosn’t take a lot notice of it, till, later in the play he’s premoted to ‘Thane of Cawdor’, which is the equivalent to turning into a Lord. This obviously modifications Macbeth’s mind-set, and in act 1 scene 7 the primary signal of Jealous i displayed.

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