I'm not a military history buff myself, although there are lots and lots of people who are, which is all dandy and fine. I'm certain a very large majority of them are smart, intelligent, passionate about their hobby and very well informed in history and warfare. Likewise, collecting military memorabilia is probably an exciting and educational hobby. (Well, it's no weirder than collecting flimsy stapled books of superpowered fantasy, at least.)
Why then, target an ad to that potential professional market with a cartoon spokesperson who looks like a freakin' crazed lunatic?:
Really, does that hobby need a demented, barmy wacko icon who looks like one of DangerMouse's nemeses?
International Military Antiques (who I'm sure is fine, upstanding company) features an extensive and professional-looking mail-order catalogue (it's downloadable from their website) chock-full of many more military caricatures: as they describe it, famous "light hearted" military sketches by artist/historian Scott Novson. And those are actually quite good: expressive, vibrant, detailed cartoons, almost kinda Jack Davisy, of military personnel through the ages wearing different authentic uniforms and using gear you can buy from the catalogue:
I like Scott Novson's catalogue illustrations a lot. They should have used one of them in their ad. They've got that bold, brassy, Dan Dare/Battler Britton look to them, and while a lot of them have smiles on their faces, they're looks of military pride and confidence. That's the sort of illustration, the sort of look that will draw hobbyists and military buffs to your website and store. Not furrow-browed, eyebrow-arching, gap-toothed lunatic visages of we will burn your huts and salt your earth:
So, in conclusion, if you're in the market for military antiques, by all means definitely check out IMA. They've got some pretty cool lookin' stuff, and I have nothing but respect for their thoroughness, professionalism and dedication to servicing the fans of a popular hobby and field of scholarship. So please, military history buffs, don't aim that authentic military weaponry at this little stuffed bull, please! All I'm saying is...just watch out for the evil eye of Jungle Jim!
Awww, who am I kidding. Like my hobby should talk: