thedrifter
04-08-08, 06:56 AM
Car ad starring 'military' frustrates some female vets
By Kate Wiltrout
The Virginian-Pilot
© April 8, 2008
NORFOLK
You might have seen the infomercial in the middle of the night, on a local cable channel - and you'd never mistake the actors for bona fide sailors or Marines.
You'd probably laugh at the ridiculous dialogue.
But the portrayals of military women in Charlie Falk's used-car ads are no joke to those who have worn the uniform.
Since last summer, two retired Navy women have been working to get the commercial off the air. One of them contacted the office of Sen. Jim Webb, D-Va., a veteran and former secretary of the Navy.
They just got some high-ranking help: After hearing from Webb's office, t he Navy's Judge Advocate General sent a letter to the company asking it to stop using ads depicting women in military dress.
"The actor's wearing of the uniform appears to rise to the level of discrediting the armed forces, in that the depiction is provocative and contrary to established military standards for military bearing and deportment," Capt. C.N. Morin wrote in a separate letter to Webb.
Morin, the deputy assistant to the Navy's top lawyer, said he advised the company that federal statute forbids the use of a Navy officer's uniform in a commercial that may discredit the Navy.
The letter to Webb is dated March 28; Webb's office received it Thursday.
Representatives of Charlie Falk said they were unfamiliar with the JAG's letter, and a vice president at corporate headquarters even said he was unfamiliar with the advertisement in question.
Tim Doe, who identified himself as a vice president in the Virginia Beach corporate office, said he had never seen the lengthy infomercial in question. He did know of a 30-second spot featuring a woman in a Navy uniform, but said that ad campaign ended more than six months ago. "I've never seen that letter," Doe said.
Doe referred questions to Phil Williams, the general sales manager who handles TV and radio advertising for Falk, who declined to comment.
One 30-minute advertisement taped by retired Navy Cmdr. Libby Morrison late last year features four women dressed in military uniforms - one from each branch of the armed forces.
"Get up off your butt and to Charlie Falk today," orders one of the actresses, wearing Marine-style digitized camouflage. In another scene, a woman in an Air Force flight suit stands in front of a shot of what's clearly a Navy F/A-18 Hornet.
Kathy Montgomery said that when she first saw the commercial, she contacted the company, which runs five dealerships in Hampton Roads.
She spoke to the comptroller, who appeared to be sympathetic and told her the ad would be taken off the air.
That didn't happen.
"What they were doing were showing women in uniform in a provocative stance," said Montgomery, a retired Navy master chief. "I worked too hard for what I did to be reduced to that."
"You don't see them do that to men. You don't see a beefcake shot of a man in a uniform in the same manner."
Morrison, who retired after 27 years in uniform, is particularly bothered by the blond woman wearing Navy officer dress. She ticks off what's wrong with the picture: The white blouse is supposed to be buttoned up. "She's got a tie she's supposed to wear, and the top button on the jacket is supposed to be buttoned," Morrison said.
"Too many people have worn the uniform and have given their lives for our country, women included," said Morrison, the head of the Tidewater Tidal WAVES, an organization of women who have served or are serving in the Navy, Marines or Coast Guard.
Webb hasn't seen the commercial, but he doesn't need to, according to spokeswoman Kimberly Hunter.
"Having served in the military, Senator Webb believes that the men and women of our armed forces deserve our nation's utmost respect and honor," Hunter said. She added that Webb hopes that Falk and his company "will respect the strong military tradition of Hampton Roads and honorably reflect that in his advertising."
Neither Montgomery nor Morrison is convinced the letter will have an effect.
"It's not a done deal," Montgomery said. "My next question is, i s he really going to stop running them?"
Kate Wiltrout, (757) 446-2629, kate.wiltrout@pilotonline.com
To view video
http://hamptonroads.com/node/460614
Ellie
By Kate Wiltrout
The Virginian-Pilot
© April 8, 2008
NORFOLK
You might have seen the infomercial in the middle of the night, on a local cable channel - and you'd never mistake the actors for bona fide sailors or Marines.
You'd probably laugh at the ridiculous dialogue.
But the portrayals of military women in Charlie Falk's used-car ads are no joke to those who have worn the uniform.
Since last summer, two retired Navy women have been working to get the commercial off the air. One of them contacted the office of Sen. Jim Webb, D-Va., a veteran and former secretary of the Navy.
They just got some high-ranking help: After hearing from Webb's office, t he Navy's Judge Advocate General sent a letter to the company asking it to stop using ads depicting women in military dress.
"The actor's wearing of the uniform appears to rise to the level of discrediting the armed forces, in that the depiction is provocative and contrary to established military standards for military bearing and deportment," Capt. C.N. Morin wrote in a separate letter to Webb.
Morin, the deputy assistant to the Navy's top lawyer, said he advised the company that federal statute forbids the use of a Navy officer's uniform in a commercial that may discredit the Navy.
The letter to Webb is dated March 28; Webb's office received it Thursday.
Representatives of Charlie Falk said they were unfamiliar with the JAG's letter, and a vice president at corporate headquarters even said he was unfamiliar with the advertisement in question.
Tim Doe, who identified himself as a vice president in the Virginia Beach corporate office, said he had never seen the lengthy infomercial in question. He did know of a 30-second spot featuring a woman in a Navy uniform, but said that ad campaign ended more than six months ago. "I've never seen that letter," Doe said.
Doe referred questions to Phil Williams, the general sales manager who handles TV and radio advertising for Falk, who declined to comment.
One 30-minute advertisement taped by retired Navy Cmdr. Libby Morrison late last year features four women dressed in military uniforms - one from each branch of the armed forces.
"Get up off your butt and to Charlie Falk today," orders one of the actresses, wearing Marine-style digitized camouflage. In another scene, a woman in an Air Force flight suit stands in front of a shot of what's clearly a Navy F/A-18 Hornet.
Kathy Montgomery said that when she first saw the commercial, she contacted the company, which runs five dealerships in Hampton Roads.
She spoke to the comptroller, who appeared to be sympathetic and told her the ad would be taken off the air.
That didn't happen.
"What they were doing were showing women in uniform in a provocative stance," said Montgomery, a retired Navy master chief. "I worked too hard for what I did to be reduced to that."
"You don't see them do that to men. You don't see a beefcake shot of a man in a uniform in the same manner."
Morrison, who retired after 27 years in uniform, is particularly bothered by the blond woman wearing Navy officer dress. She ticks off what's wrong with the picture: The white blouse is supposed to be buttoned up. "She's got a tie she's supposed to wear, and the top button on the jacket is supposed to be buttoned," Morrison said.
"Too many people have worn the uniform and have given their lives for our country, women included," said Morrison, the head of the Tidewater Tidal WAVES, an organization of women who have served or are serving in the Navy, Marines or Coast Guard.
Webb hasn't seen the commercial, but he doesn't need to, according to spokeswoman Kimberly Hunter.
"Having served in the military, Senator Webb believes that the men and women of our armed forces deserve our nation's utmost respect and honor," Hunter said. She added that Webb hopes that Falk and his company "will respect the strong military tradition of Hampton Roads and honorably reflect that in his advertising."
Neither Montgomery nor Morrison is convinced the letter will have an effect.
"It's not a done deal," Montgomery said. "My next question is, i s he really going to stop running them?"
Kate Wiltrout, (757) 446-2629, kate.wiltrout@pilotonline.com
To view video
http://hamptonroads.com/node/460614
Ellie