Key Takeaways:
- Russia’s new military recruitment ad appeals to young men partly because of the financial benefits of joining.
- The ad’s focus on masculine pride attempts to tap into the traditional values that still sway Russian society.
- The Russian government has been blaming the US for exacerbating geopolitical challenges worldwide, and this message is reflected in recruitment ads.
WISCONSIN (CoinChapter.com) — Russia’s military recruitment ad has taken an unusual turn, as it appeals to potential recruits’ masculine pride and highlights the financial benefits of joining up.
The ad targets male citizens and tells them to be “real men” and serve as contract soldiers for the ongoing war in Ukraine – where up to 60,000 of Moscow’s troops have died. The payment of 204,000 rubles is currently worth around $2,500, a sum sure to appeal to many young men in Russia.
The new adverts come at a time when Russia’s military is facing a workforce shortage.
The country has relied increasingly on contract soldiers in recent years as conscription has become less popular. As a result, the Russian government has been taking steps to make military service more appealing to young men.
This latest ad campaign is just one of many efforts to try and boost recruitment numbers.
The Masculine Appeal in Russia
The ad’s focus on masculine pride is a clear attempt to tap into the traditional values that still sway Russian society. The idea of being a “real man” is deeply ingrained in the country’s cultural psyche and has been used before to promote military service. The ad’s message is clear: if you want to be a true Russian man, you should serve in the military.
The ad’s visuals reinforce this message. The video shows men engaged in various activities, including playing soccer and lifting weights. These are all traditional masculine pursuits, and they are juxtaposed with shots of soldiers training and marching. So again, the message is clear: military service is another way to prove masculinity.
Financial Incentives to Russia’s Soldiers
In addition to the masculine appeal, the ad highlights the financial benefits of military service.
Paying 204,000 rubles monthly is significant, especially for young men struggling to make ends meet. The ad clarifies that serving in the military is not just a way to prove your masculinity – it’s also a way to earn a good living.
Financial incentives are particularly appealing in a country where the economy has struggled recently. As a result, many young men in Russia face a bleak economic future, with few job prospects and little hope for advancement.
Military service offers a way out of this situation, providing a stable income and a chance for career advancement.
The United States Factor
The timing of the ad campaign is also significant.
The Russian government has been blaming the United States for exacerbating geopolitical challenges worldwide, and this message is reflected in recruitment ads. The video shows images of American soldiers, and the text implies that military service is a way to defend Russia against American aggression.
This anti-American sentiment is likely to resonate with many young men in Russia who have grown up in a deeply suspicious society of the West. Moreover, by framing military service as a way to defend the country against external threats, the ad is tapping into a deep-seated fear that many Russians have of foreign powers.
As long as masculinity remains an important part of Russian identity, the military will remain an attractive career option for young men. This has implications not just for Russia’s military but for the country.
