Military Ads Confuse, Anger Swedes
The Armed Forces have put up posters in some of the most trafficked areas of Sweden, including the Stockholm metro. Stark text confronts the viewer with questions like: “Your friend doesn’t believe that democracy is something that needs protecting. Do you have what it takes to have an opinion?” Television commercials have also been aired, showing dramatic scenes of fights against Somali piracy, for example, or a flashing radar room.
Confusion and criticism are the most common responses to the ads—some people say that the Armed Forces shouldn’t be presenting such an unrealistic view of the very serious matter of national defense, while others just seem mystified by it all.