I don't know any Zartan

1. Who created this message?

Hasbro Toys created this GI Joe commercial.

2. What creative techniques are used to attract my attention?

I mean come on. Zartan really sells himself. He lives in a swamp with his Dreaknoks. He rides around said swamp in a hydrofoil type mobile. He changes color in the sun. He's a master of disguise and you got a mask with the action figure. They cut from the TV show to kids having so much fun with it. A kid does a deceptive voice and says, "I don't know any Zartan". It's like you're in the cartoon. What's not to be loved?

3. How might different people interpret this message differently than me?

When I was a kid, I loved GI Joe. As an adult and parent, I have never bought them for my child nor promoted the toys or the movies. I tried watching Snake Eyes, it was painfully bad. However, many Americans believe that they are historically the heroes and on the side of goodness. GI Joe is good and so is and has been the use of US military power.

4. What viewpoints or world views are included or left out of this message?

The viewpoints left out are those of peace. Also absent are the views of the people in Central America and the Middle East who were the victims of US intervention in the 1980s. US children play with models of the weapons of war the US uses on people throughout the world.

5. Why is this message being sent?

First and foremost Hasbro wanted to be profitable and compete with the popularity of 3 3/4" Star Wars Action Figures. Prior to 1982, GI Joes were 12" tall. However, the US was 9 years on from losing the Vietnam War. It was the last US war to have a draft. The US armed forces became a volunteer fighting force. The GI Joe cartoon and action figure promoted militarism and glorified service. Cobra was a transnational terrorist organization which was easy enemy, but helped to sell GI Joe and thus the US being on the side of righteousness.