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The US Marine Corps is taking on its recruiting challenge the American way — with a targeted advertising campaign. Moving away from its nondescript demographic of "young men," the Marines launched sophisticated ads specifically appealing to women, Latinos, and Arab Americans.
The New York Times advertising section profiled the women-focused campaign:
In the latest campaign, a print ad shows a female marine striking a martial arts pose in front of a crowd of men who are looking up to her as their leader.
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