'BRANDZAC DAY': Historian criticises 'new low in the commercialisation of Anzac'

"Critics of Woolworths' failed "Fresh in our Memories" campaign say ANZAC Day is in danger of becoming just another marketing tool like Xmas and Easter for retailers - and some commentators are calling it "Brandzac Day" etc. etc. ....more info (Ref:  'BRANDZAC DAY':  Historian criticises 'new low in the commercialisation of Anzac' - ABC News, C. Duffy, 16.4.16).

Don't know about others but think this is the first time I've ever seen a campaign like this for ANZAC DAY.  However given the commercialisation of Xmas, Easter, Valentines Day, Mothers and Fathers Day, Australia Day, Melbourne Cup etc.etc. can't say I'm all that surprised that the 'Fresh Food People' knowing the respect, influence and possibly even 'sacredness' in the minds of some Australians and New Zealanders, attached to, in this instance, the 'buying power' of the  ANZAC  brand,  snaffled the opportunity to jump on the 'Centenary of Anzac Day' bandwagon with their now withdrawn 'Fresh in Our Memories' Campaign - and like others felt the slogan with its WW buzz word 'fresh' was a tad too exploitative and slightly cringeworthy, and just didn't sort of sit right....

Also wondered about the photos included in the campaign i.e. Were they genuine photos of ANZACS, soldiers, nurses from World War 1 or were people just dressed up to look the part for the campaign?  Did families give permission for photos of their family members to be used?  Were all profits made from campaign going to be donated to Veteran groups, RSL etc?...Dunno. 

But to be honest have always had sort of mixed emotions about how ANZAC Day is honoured/celebrated/remembered and like most Australians have had family members who have served in military campaigns over the years and generations....One of my brothers is a Vietnam Vet and refused to have a thing to do with Anzac Day for about 40 years, and it's only been in very recent years that he's marched in a couple of ANZAC Day parades...and Alan Seymour's 1958 Play 'One Day of the Year' often springs to mind round about this time most years...

Anyway feel free to express your thoughts and opinions on the 'Fresh in Our Memories'  campaign or any or all things ANZAC -  but if not, that's OK as well..cya.

 

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Seggie. Woolworths 'Fresh in our memories' totally disgusted me. The word 'Fresh' did it. We know that's their special word but to use it in that way, no, they have lost me. Who in their right mind would OK this? Not anyone I know or have met. What was their advertising person thinking? 

Shetso,

You are probably correct about Anzac Day.

It might be that why the campaign for Anzac Day is so over the top, and it shouldn't be, is that this year is the Anzac centenary ... and businesses are getting involved.

Well I did see the President/CEO (or whatever he is called?) from the RSL and he was very careful in choosing his words regarding Woolworths ... as apparently Woolworths (along with other companies) make mega donations to the RSL and in even more lately to help with the rehabilitation of troops returning from the Middle East.

IMO it was possibly some "younger generational" person in their advertising department (or agency if they outsource their advertising?) who came up with the poster idea? - bear in mind also - Woolworth executives have to "OK" anything and everything regarding their advertising.

Whilst probably not "diplomatic" I think it possibly offended the "older generation" more as Australia in general seems to be pretty "divided" and mid-morning the "media stats" were sitting about 50/50 regarding people's opinions.  Woolworth's are not the first multi-corporation to make a "boo boo" such as this and probably won't be the last!

RE: ....One of my brothers is a Vietnam Vet and refused to have a thing to do with Anzac Day for about 40 years, and it's only been in very recent years that he's marched in a couple of ANZAC Day parades.

Correct me if I am wrong but in the past  the diggers from Vietnam were not welcome to march on Anzac DAy .... from memory it was not until 1987 that the returned soldiers from Vietnam were invited to march on Anzac Day ... my bro still will not join the Anzac March.

Abby - you are pretty correct - in fact I thought it could have been even later than 1987? ....but you usually get your facts right!  :-)

The Viet. Vets. have been treated appallingly and still are to this day!  Young men aged 19/20 years of age were sent to Vietnam and if I recall it was not by choice - didn't they have the "marble in the barrel" type call-up??  These young men were pulled out of Universities/Apprenticeships etc. to go to a war that basically no-one in Australia - thought Australia should have been involved in!

All I know is they have a reunion every year and most of them are turning 70 this year.  My dearest friends just returned from the most recent reunion which was held in Sydney just a couple of weeks ago.  These men have formed amazing friendships/bonds since Vietnam - but - one of the weirdest things is - NO ONE will ever talk about what "went on" in Vietnam?? An  unnecessary war and always brushed "under the carpet"!!

There were Moratoriums held in Melb.  (and across Australia!)- people rallied over it -  protesters got violent over it - and conscientious "objectors" were sent to jail !!

When the Vietnam guys returned and marched through the major cities they were "boo'ed" - jeered at - spat on - people burnt flags etc. -  simply terrible!

For years and years - the Govt. never acknowledged them either and they sent them there!!! Upon return they had trouble accessing Govt. payments they were entitled to....and it was only a few years ago my friend's husband was granted his Viet. Vets. Gold Card!!  He had to fight tooth and nail for many years to get that approved - and - he deserved it!!  Agent Orange (I think it was called that?? ) almost destroyed him health-wise!!   Disgusting!!!!

Not one of Australia's "nicer" times that's for sure!  BTW Abby my friend does not march on Anzac Day and there are plenty who don't/won't!  It is sad for your brother and all the guys who no-one seems to care about!  It was one of the Australian Governments biggest blunder's!!! (If not - the biggest!) just my opinion ......................

Foxy

You raise some interesting points. I had not considered what happened to apprentices but uni students got deferred. It was a ballot and if your number came up ( birth date ) you were in. I was already married at the time with a baby boy and wife and was releived when my number was not called.

I believe you are correct about the govt and RSL giving the returned soldiers the cold shoulder. I do not recall any incidents of spitting or booing directed at the soldiers. Why would anyone do such a thing when they had no say in being drafted or deployed ? Nobody I knew felt that way about them and I certainly did not as it could have been me sent abroad if called up.

Those moratoriums were massive in Melbourne.

Yes, Foxy, I am aware of some of the public abuse handed out to returning soldiers from Vietnam ... such as calling them "baby killers" (etc).

 There was one disgusting incident when red paint was thrown at them.

yesss - Twila - thank you for the reminder - I had forgtten about the "red paint" incidents!  Revolting!

A few misconceptions regarding Vietnam, Australian troops {those called up for military service,my son was one, had to volunteer, as Australian law disallowed sending troops to places that were not Australian Mandated Territory..

i told my son not to be persuaded by the BS thrown at them to volunteer, but to let them know he would not.

it was not a popular war, so close after the 2nd ww. it was a war to appease america whose main aim was to hand vietnamn back to the French. {French Indo China}

It was our fruitcake Pm who came up with  Áll the way with LBJ'"

{The Atrocity Of Vietnam"} a book worth reading.

Sorry Seth - I think you are very wrong?  These kids DID NOT volunteer - it was a "barrel draw - numbered marbles" " Seth!  Designated by the Government! 

I recently watched "The last days of Vietnam" on SBS - couple of weeks ago - went for 3 hours - what I learnt about it was simply astonishing!  Astonishing!  I had no idea that the "yanks" had such empathy for the South Koreans and their families -  and -  in some cases - the yanks -  put their own lives at risk to save the South Koreans!! It was an amazing Doco. Amazing!

The "yanks" saved 130,000 South Vietnamese from certain death from the North Koreans!  They (the yanks) had naval ships off the coast as the North Koreans were entering .....helicopters - flown by Americans and South Koreans - were loading people/families onboard as fast as they could - dropping them off onto American Naval destroyers/aircraft carriers etc. - they could not cope with all the helicopters landing on their ships - they were taking up too much space -  so they devised a plan that when a helicopter landed - they got the families off - and then tipped the helicopter into the sea -  ('cause they had no space for all the helicopters landing on their ships) The number of helicopters tipped into the sea - had to be seen to be believed!i

Some of the highest ranking U.S. Officials who had been in Vietnam for a long time and were totally against the war  - put their lives on the line to save the terrified South Koreans and their families and put them on the 'copters first! Unbelievable!

I never knew that?

 Foxy I think you will find that the 'marble draw'was about who will be called up. it was not about serving in Vietnam, Did you know Australia during the 2nd world war, had three armies? of which only one could serve in other than Aust. Man.Terri.

 

Seth,

Just had a read to refresh my memory.

The marble draw as you say was to select those for service in the Army etc.

When it came to the Vietnam side of things it would appear that conscripts could be sent but they had a choice and it eventuated that virtually all conscripts that went to Vietnam were volunteers though possibly pressured to volunteer. According to the article they had for the most time more volunteers than they required.

Take it easy.

SD

Thought it was a marble draw with each marble representing two birth dates but to be honest had never actually thought about the actual details surrounding my brother's call up,  basically just thought his birth date had been pulled out of a barrel, he was physically fit, and had to go....

However do recall it being a seriously dramatic day in the life of the family, with my teetotal mother being incredibly upset, drinking a bottle of beer, downing tools, and taking to her bed for the day....Which in the mid 1960s seemed pretty dramatic given most mothers, machine-like,  seemed to be on deck 24/7 and rarely went on the blink, and even though still only a child at the time sensed  this was worry on a grand scale for families at the time....

SD the army always has a way of persuading young bloods to volunteer whereas if they {YBs} knew the truth they would get no one.

With the national service call ups their cunning method was to show these young 20yr olds,{who thought themselves indestructable} and wide open for the scam.

They were shown films where the infantry and combat units were shown in colour to enhance and make to be adventurous, the other training films were in black and white.

The day my son reorted I took him there and waited until the buses taking them to pucka left, I felt so heavy in the heart knowing what could eventuate if he never did what I had instructed him to do.

Seth,

A bloke I know was called up, did some time in Vietnam. He was telling me when he finished at his place of work his boss told him not to worry as his job would be there when he finished his stint.

He had just pulled an engine out of a truck and stripped the engine for overhaul and left the job for somone else to finsh.

When he returned to civvy life after his stint, his job was still there as his boss said, right down to the truck and dismantled engine, just as he left it. Talk about picking up where you left off !

A local shire workshop it would seem. He heard later that the truck etc was referred to as Joes job in his absence, and he would be back to finish it. Nice touch, only in the country.

Take it easy.

SD

Nice!  Just shows there are some really decent people around!   :-)

Anyone remember one of the top Viet. War Hits ??? Woodstock - Country Joe and the Fish?

1-2-3-4 - what are we fighting for?

Don't ask me - I don't give a damn!  Next stop is Vietnam!

5-6-7-8 open up the Pearly Gates - ain't got no time to wonder why?

Whoppee.............  we all gonna die!

Seth - no -  I was not born until after the 2nd. World War .....but I do recall as a child like 6-7 years of age - being taken up to London on the train  (as a treat) to see the Xmas lights/tree etc.  In Piccadilly Circus and seeing all the destruction along the way that was left by the bombing of the Germans.

And my Grandmother's house - that still had "blackened out/painted out" windows - so they could still have lights on whilst the war was going on?

Also a 'bomb-shelter" in the backyard - that had glass bottles of fruit in it? Whitewashed inside - and with various food items?  We used to go down as kids just to see it - amazing what we can remember huh?   :-)

Shetso1 - Sincere apologises for your Topic going "off track"!    :-)

Foxy,

Didn't think your post was off topic and actually found the info regarding postwar London, bomb shelters, and blacked out windows pretty interesting.

Re:  Top Viet War Hits -  To be honest none of those you listed ring any bells with me.   Think I'm sort of thinking along the lines of 'Eve of Destruction', 'Give Peace a Chance' from John and Yoko's 'Bed In' stint, 'Blowing in the Wind, Bob Dylan even 'Smiley' by Australia's Ronnie Burns etc.

  But mostly on a personal level and has no connection to war 'Opus 17' by Franki Valli and the Four Seasons because it was the song my brother played lots on his return from Vietnam...no idea why.

  But I guess there's a sort of soundtrack to most wars of the 20th century be it  'Pack Up Your Troubles in Your Old Kit Bag' from World War 1 or Vera Lynn's 'We'll Meet Again' from World War 2 they all sort of stir the memory bank...

Shetso - just had a quick Google purely out of interest and you were correct.   It was called the "birthday ballot"....and it was Menzies that brought in conscription and subsequently sent 19,450 new conscripts purely to fight in the Vietnam War!  Conscription was abolished by the Labour Govt. in 1972 (there's a lot of interesting reading if you ever get some spare time  :-)

SHETSO 1    at our post office,   they have a 5 disc set of c,ds.  of war songs,  from the ist world war until today,     i got it for my husband,  who likes all those old songs,  a few weeks ago,     HE doesnt have it now though,   as last week while we were shopping,   someone broke into the car and took the lot,    all the ones he had in the glove box were gone to,    whoever it was,   would have got a shock as no new ones among them ,   so unless it was someone that liked the old songs, would be dissapointed,  except my one of the BEE GEES went also,    bloody thiefs will take anything,

Cats

Sometimes they sell their loot in second hand shops ... might be worthwhile checking them out ???? ...if there should be a lot cheaper than at the PO.

abby apart from the ones i recently bought him,   all the others were old songs,  the young of todayuldnt bother,    probably put them in the bin,      i have heaps of c,d,s here and have sorted more for him for the car,  but mine are more modern,   some of his were just ANCIENT,    LOL,     its the fact they were taken thats upsetting,   FUNNY,    they left his sun glasses on the dash,  and small change he keeps there for parking,    just seemed a funny thing to take,

I see Target are now in the "firing line" of general public displeasure regarding their ANZAC merchandise.....this one also is ridiculous as all proceeds were to go to the RSL and it's affiliates....

They have had to withdraw - "stubby/tinny"  holders - hoodies - and T-shirts ....from their shelves.....  people are asking how come VB got away with their TV commercials and advertising in general regarding Anzac Day?  Also the tins of Arnott's biscuits have been selling for years in supermarkets etc.  - no one ever complained about them?

People are becoming "too precious" !       just my opinion ....  (think of alllll that money  the RSL could have had!   Crazy!! ) ...

Three Anzac branded items from a range developed by Camp Gallipoli have been pulled from shelves at Target after Minister for Veterans Affairs Michael Ronaldson deemed they had breached conditions of a permit the organisation has to sell the merchandise.

http://www.smh.com.au/federal-politics/political-news/anzac-merchandise-controversy-charity-chief-hits-back-at-social-media-snipers-20150417-1mne13.html

Foxy

wiki

The term Anzac is protected under Australian law and cannot be used in Australia without permission from the Minister for Veterans' Affairs;[6] misuse can be legally enforced particularly for commercial purposes. Likewise similar restrictions on naming[7] are enshrined in New Zealand law[8] where the Governor General can elect to enforce naming legislation. There is a general exemption granted for Anzac biscuits, as long as these biscuits remain basically true to the original recipe and are both referred to and sold as Anzac biscuits and never as cookies.[6]

This restriction resulted in the Subway chain of restaurants dropping the biscuit from their menu in September 2008. After being ordered by the Department of Veterans' Affairs to bake the biscuits according to the original recipe, Subway decided not to continue to offer the biscuit, as they found that their supplier was unable to develop a cost-effective means of duplicating the recipe.[9]

......keep this up Geo and you will become as boring as Pete! lol lol - just teasing the both of you ....... xoxo   :-)

No probs Foxy

Undignified scene

When I was a child, Anzac Day was observed quietly with a dignified march through town and the laying of wreaths at the cenotaph, and then it was over. Anzac Day has become an industry – noisy, cluttered and all pervasive. On TV we are served up sad images of youngsters haltingly describing their forebears' war involvement. Why has it become OK to burden our very young kids with family details completely inappropriate to their age?

Caroline Tissear, Frankston

Age letters Sunday

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