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All together — or not

All together — or not

Posted by Rob Walker on May 14, 2007
Posted Under: Advertising,Olde News,War

Got 20 minutes to kill? Sure you do.

Check out this 1970s Navy recruiting film, narrated by Lou Rawls, and with a superdope sound track by “Port Authority, the US Navy’s Soul Band.”

Rawls, in his astonishingly authoritative voice, explains how when you sign up, you canlearn electronics, “like these brothers.” You’ll “get threaded out” with a Navy uniform. You’ll learn to swim — “swim man, dig?” And you’ll also experience this epiphany: “When you’re hungry enough, common weeds taste like soul food.”

Getting “threaded out” is a piece of slang that really, really needs to make a comeback.

More seriously, the film is a pretty fascinating document. I became aware of it after hearing an NPR piece the other day about the near-collapse of black enlistment in the armed forces; African-American sentiment has been strongly anti-the-Iraq-war from the start, and apparently black enlistment has fallen fifty percent since it started.
It’s interesting, with this old recruiting film, to sort of listen between the lines, and decide for yourself just how openly it is saying: Look, this is a racist and sexist society, but as an African-American, woman, or both, you’ll have a much better chance of rising on your merits than you will in civilian life.

Or, as Rawlsy soulfully puts it: “The new Navy is together, all together.”

Further diversion may be found at MKTG Tumblr, and the Consumed Facebook page.

Reader Comments

Wow. Weeds tasting like soul food? Lou Rawls, what were you thinking? Disturbingly brilliant ad ploy, though. I’m gonna go get threaded out.

#1 
Written By Amy Evans on May 16th, 2007 @ 10:06 am

I definitely want “threaded out” to make a comeback. I’m already using it whenever I can. But of course, E is the only person I talk to, so it may not break out through my usage alone.

#2 
Written By murketing on May 16th, 2007 @ 10:21 am
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