First Military Tried Rock, Now They Try to Get You with Hummers

Fri10Feb2006

First Military Tried Rock, Now They Try to Get You with Hummers

12:30 H | Topics: Marketing - Politics - Race

Last year VL told readers about how the U.S. Air Force was trying to attract Latino young people using Spanish language rock. Well the military is at it again. According to an article in the New York Times:

The Army also parades rigged-out, juiced-up Hummers wherever youths gather as promotional tools.

The army has ads that have been on heavy rotation on both Univision and Telemundo television and radio networks and have full color spreads in magazines read by Latino youth.

The military is even offering up English language classes to help the non-English dominant pass the Army qualification test.

While the ranks of other people of color, like African-Americans, are growing smaller in the military, the targeted campaigns seem to be working. As VL reported last year, the recruitment numbers of Latinos has risen by 15.2 percent.

Via / The New York Times

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