The other day, I noticed a billboard for a local lawyer. He touts his years of military service and has the tagline “Call the Colonel!”.
I also saw a truck for a lawn service, with a picture of the owner in his Navy uniform complete with ribbons. He advertised his services as veteran owned and operated.
For me, knowing that a business is veteran owned and operated has a positive impact on my decision. However, I’m uncomfortable with overt displays of military symbols in advertisements. I feel almost the same way about that as I do when I see someone in uniform making a political statement.
My question for the veterans and active duty servicemembers out there is this: When you see things like this, where someone is promoting their service so as to make their business stand out in the crowd, does it bother you?
Is there an acceptable level of promotion of veteran status or service? If so, where is your line?
Does it make you more or less likely to use their services, assuming that their cost and reputation are as good as others?
For the non-military folks out there, do these kind of advertisements have any impact on your purchasing decisions?
DaddyBear’s Den 
julie
/ May 14, 2012It’s not a advertising approach that I’ve seen used here – but if it was, it would have a favourable effect.
LikeLike
bluesun
/ May 14, 2012I’m a cynic by nature, and seeing things like that just trip my “they’re trying to take advantage of me” switch, whether or not it’s deserved.
LikeLike
Rooster (@FillYerHands)
/ May 14, 2012First, I never served in the military, although my father and uncle did, and my brother and cousin currently serve.
It’s my feeling that using military symbols is protected free speech, So I won’t say anyone can’t do it.
But *should* they? Personally I have no problem with using military symbols in advertising, as long as it is legitimate, and done in good taste. Using the flag or a military symbol gratuitously doesn’t work for me, and in fact dissuades me from using the company being advertised.
It’s all about the impression of trust that is conveyed. Seeing a military person draw on that experience does make me believe they will be trustworthy as a business. And seeing someone abuse those symbols has the opposite effect.
LikeLike
Robert Hewes
/ May 14, 2012as a veteran I’d be more likely to hire the squid with the lawn service, but not the lawyer. And I’m not sure why — maybe just my general hatred of lawyers in general?
LikeLike
mrgarabaldi
/ May 14, 2012I would tend to use the veteran’s service more than a straight civilian, because of the shared background and veterans tend to be a more trustworthy lot. That being said, overt display of prior service is “tacky” and is actually a turn off.
LikeLike
Six
/ May 14, 2012I’ll always give a veteran at least an initial benefit of the doubt. After that they’ll have to perform just like anyone else.
That said I draw the line at the uniform. NavyOne has been having a ‘conversation’ with some MarineOccupy folks over st his place. I said to them and I repeat it here; show some respect for the uniform. The cost of those bits of cloth and ribbons is so high it should never be treated with less than complete respect. If you don’t I kinds think it tells us something about your character. or lack thereof.
LikeLike
daddybear71
/ May 15, 2012Thanks guys. Like I said, my line is when the uniform is used for commercial gain. I tend to give veteran owned businesses a good look first, and all things being equal, will tend to use services from them over another business.
LikeLike
Bryn
/ May 15, 2012My tuppence worth…. any potential contractor exploiting uniforms & medals to that extent would still be invited to quote for a job (always benefit of doubt for ex-services) – but they would also be told that they had better bring their discharge documents with them so that they can be verified……..
Sometimes, less is more….
LikeLike