Check out these military recruitment ads from around the world: Russia, Taiwan, Ukraine, Estonia, Japan, Sweden, France, Australia, England, Lebanon, Singpore, and the US. They pack in so many clues to national character and the state of society.
Consider, for instance, the ad below from India, where recruits largely come from the lower middle class — from, say, the 40% of the population beneath the top 20%. In a society riven by class, how does the Indian military market itself? — as a ticket to a higher class, where people follow "the best traditions", strive to "be the best", dress smartly, speak Hinglish, attend garden parties, sail, play golf, ride horses, and frequent swimming pools. Indeed, borrowing a page from Bollywood fantasies, it almost makes the military seem like an exciting vacation package! Be sure to check out the other ads, no less fascinating! (Via Leanne Ogasawara)
