Last but not least: From "Bravo" to the Children's Army
What teenager hasn't at least occasionally flipped through the teen magazine *Bravo*? — and certainly didn't pay any attention to the ads. These days, many parents would probably take *Bravo* away from their kids — because of the ads.
Or at least because of an advertisement: the Bundeswehr has once again advertised in the youth magazine published by Bauer-Verlag, although such an appearance already met with massive criticism in 2012 - especially from the children's rights organization "Das Deutsche Bündnis Kindersoldaten". The target group of the current military advertising campaign is, as Wuv.de writestwelve to 17-year-olds. The focus of military advertising for minors is on so-called "adventure camps". These are advertised with terms such as "adventure", "cool", "action", "team challenge" and "sports on the beach".
A rather questionable campaign. Can the makers still sleep peacefully? And will the parents of teenagers be able to sleep peacefully? Even if they forbid their children to watch Bravo. After all, it's not the campaign itself that's a little borderline, but rather the thing being advertised.
Terre des hommes Germany has placed a video on YouTube as a counterpoint:
//www.youtube.com/watch?v=ecJwUIf6RAE
In this context, a radical ban on advertising would make sense. Or would it not? Should advertising to young people that endangers their mental and physical health be restricted? To protect children, to protect minors who are perhaps not yet critical enough to protect themselves.
Cigarette advertising, alcohol advertising, small loan advertising - anything that endangers the future of young people is not normally accessible to them. So shouldn't the question instead be whether the recruitment of minors is permissible? Getting to the root of the problem - it is clear that an advertising subject does not represent the negative aspects of the Bundeswehr.
And yet the Bundeswehr's advertisement leaves a bland aftertaste. (uma)
