Even the United States Marine Corps Uses Deception

Oct 31, 2010


This advertisement is the epitome of the use of glittering generalities. It is a recruiting ad for the United States Marine Corps from 2007. The first thing you see come up on your screen is the word honor, followed by a picture of a soldier. It then moves on to using the same technique for the words commitment and courage. What this is doing is putting all these words that generally have great connotations with them, with an organization that condones killing people in the name of the United States. There is no way to show that joining the USMC will make you a more honorable, brave, and committed person, but they use these words to draw people in.