A new Marine Corps ad campaign is under fire from some media analysts after they complained it did not show enough women in leadership roles.
According to The Associated Press, the “Battles Won” campaign may even be part of replacing the iconic tagline, “The Few. The Proud. The Marines.”
“‘Battles Won’ is designed to drive home the message that mental, moral and emotional strength are as important as physical toughness,” AP reported. “The campaign was created around three concepts: fighting self-doubt, fighting the nation’s battles and fighting for what’s right, officials said.”
According to Fox News, clips from the new campaign show real-life video of a Marine tackling an armed robber and Marines unloading boxes of toys for “Toys for Tots.”
“It focuses on what we believe is the irreducible essence of a Marine — which is the fighting spirit,” Lt. Col. John Caldwell, assistant chief of staff, marketing and public affairs at the Marine Corps Recruiting Command, told The Associated Press.
“It’s the promise that we make that if there is a fight in which we engage in (sic), we will win. We’ll win that battle and also become a responsible member of our community post-service.”
However, Los Angeles marketing specialist Isaac Swiderski said the ads don’t show enough women in leadership positions.
“You got to show women in better positions than in these ads,” Swiderski said.
The ads come as the Marines are facing some controversy over the social media sharing of nude photos. While that is problematic, token representation in a small sample size of ads isn’t going to do anything but make the kind of people who talk about this sort of thing feel better about themselves. And even then, they’ll talk about the fact that it’s token representation. Nobody can win.
So much for battles won.
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H/T The Daily Caller