The German Armed Forces sparked controversy with two posters at Gamescom 2018. The posters use gamer aesthetics to recruit soldiers for the Bundeswehr.
The Bundeswehr considers their posters at the edge of Gamescom a clever impetus for discussion. However, some users on Twitter find this unacceptable. They ask: “Is war a game for you?”
Bundeswehr asks: Play war or ensure peace?
Why is the Bundeswehr doing this? The Bundeswehr advertised two motifs at Gamescom and also presents them quite offensively on Twitter. It is said that the posters should encourage people to question what really matters: Playing war or ensuring peace?
What posters is the Bundeswehr advertising? One poster shows a group of soldiers in action, relatively stylishly lit with technology and heavy equipment in the background.
The motif is underlaid with red-black aesthetics. Central to the message is the phrase “Multiplayer at its best.” Translated: Multiplayer at its finest.
With the caption “Real camaraderie instead of single-player mode? Do what really counts. Learn teamwork and apply for a career with the Bundeswehr.”
The second poster shows an apparently bombed forest area with soldiers in the background and the headline “More open world is not possible.”
The caption reads “Go beyond your limits instead of being stuck in your level. Do what really counts. Stand up for freedom and security and start your career with the Bundeswehr.”
Critics ask: Is war a game for you?
What is the criticism? The criticism from users on Twitter is that the Bundeswehr is using gamer language and imagery from gaming to recruit for its purposes. Some on Twitter find it inappropriate that the Bundeswehr even appears at Gamescom.
What does the @bundeswehrInfo have to do at Gamescom again?
And what are slogans like “Multiplayer at it’s best?” and “More open-world is not possible?”
Is war a game for you?
You must be out of your mind.
— Rincewind1323 (@Rincewind_AM) August 21, 2018
One asks: Is war a game for you?
Hey World, this is how the German army sees itself: As a game.
„Multiplayer at its best!”
„Open World at its best.” pic.twitter.com/bBKVN2sfmA— Karsten Schmehl (@schmarsten) August 22, 2018
Posters consciously rely on the aesthetics of game advertising
This is what the Bundeswehr says: The Bundeswehr states to Bento that the posters used signals from game advertising. The headlines read at first glance like reviews for a new game. Upon second glance, however, you realize that they embody the values of the Bundeswehr.
They are at Gamescom to reach out to young, tech-savvy people. Other employers do the same.
According to the Süddeutsche, the posters are an invitation to discuss. There were no complaints at the fair.
Controversial discussion: The discussion about the posters is conducted controversially in German internet forums. Even the national general-interest press joins in with comments on the issue.
An overview:
