The Armed Forces contract for Chizburgers: Tiktok Ministry of Defense and its scandalous advertising - why it works

The TikTok social network has launched a video to promote the 18-24 contract, which calculated how many Chizburgers could be bought for one million hryvnias. For 1 million, which is promised for a contract with the Armed Forces, you can buy 15 625 Chizburgers.

The Ukrainians were outraged, because do the Ministry of Defense see such defenders from 18 to 24 years - "hungry on the Chizbergers" and light -hearted? She also exploded in Tiktok at the expense of why young people were involved in the Armed Forces through a million and McDonalds, and those who were 25 years old - through coercion and so -called beading.

Together with the military psychologist from the engineering group of the 67th separate mechanized brigade Andriy Kozynchuk Focus found out whether such advertising would work and how the military will be in general motivation for young people. "As smart marketers said, advertising should not be liked, it should attract attention. And as you can see, you have paid attention. Everything, the advertising works, even if it looks like a crinko.

If you want the product to become popular, sometimes you need to make an advertising campaign that causes a reaction, even if it seems strange. " Advertising can be worthless, funny or even a little offensive, but if it has attracted attention, the mission is fulfilled. As an example, the autumn scandal with the advertising campaign of the third assault brigade, which was accused of sexism and humiliated women.

Most advertising posters depict women with or without military and it is written: "I love the third assault. " On posters, one girl hugs the military, sitting in front of him on a motorcycle, in another military reflected in sunglasses, a third girl with a naked belly lies in the military on his knees. However, these banners and advertising have been talked for a long time, and the third assault brigade was even more in hearing.

The Defense Ministry's advertising campaign with McDonald's collaboration is designed for a certain category of people and not exclusively that the result will be. We will remind, now young people from 18 to 24 years can sign a contract with the Armed Forces for one year. 1 million hryvnias will be paid in several stages - UAH 200,000 immediately when the contract is signed, and UAH 800,000 in two parts at the time of the contract.

"Our brigade did not get into the experimental group where young people were recruited for short -term service. Many of my brothers, I thought it would be dissatisfied that others could serve only a year, but it didn't happen. In general, in his opinion, a new generation, 18-24 years, still needs proper preparation. Ukrainian training centers cannot offer a high level of training, so often the military is sent to study abroad to get better training.

However, it cannot be said that super-soldiers come from this. Everything is not so unambiguous. "As for the idea of ​​advertising that promise" big money ", we conducted surveys among our brothers, what they would do for 1 million. The answers to buy many hamburgers or something like that. Most said that they would buy an apartment for their children. But the older ones were more pragmatic, such as It all looks like this is made in Kiev without taking into account the reality of the place.

According to him, motivating young people is good, and even if it is not entirely understood by most advertising or marketing, but they cannot be deceived, because if what they promised - it will turn into a greater catastrophe what seems. Because the army needs replenishment and young fighters. In his turn, the Ukrainian serviceman Danilo Yakovlev told focus that the contract with the Armed Forces for young people is incomprehensible to him because it looks "as unfair as possible".

So one 24-year-old man will sign a contract and receive "significant" benefits, while the 25-year-old will go to the army and have nothing like that. In addition, there are many Ukrainians who voluntarily signed a contract with the army in 19-20 years, who also receive nothing, although they have been in the army for a long time, he said.

In the 2000s, the US Army launched an advertising campaign under the slogan "Army Strong", which aimed at engaging young people in service in the army, emphasizing personal strength and achievements. However, many critics have noted that the campaign idealized service in the army, despite the realities of war, injuries and stresses that are experiencing the military.

The critics also included the former military, who noted that advertising was too positive and did not reflect the difficult conditions of service. The United Kingdom has used the Best slogan since the 1990s to attract young people to the army. Advertising emphasized on achieving personal goals, which attracted young people, but did not fully reveal all the difficulties that the military faced in real combat.

It should be noted that the campaign did not focus on the risks of war, which caused criticism among experts on the ethics of such advertising. The Canadian army launched advertising campaigns that focused on career growth and professional skills. The campaigns emphasized that service in the army gives a chance to gain unique skills. However, they were also criticized for being silent for real difficulties in the army, especially for those who serve in combat units.