Building an Army of Some: A Comparative Study of Army Officer and Soldier Advertising Targeting Minorities
by Courteau-Butler, Christine Michelle, M.A., STEPHEN F. AUSTIN STATE UNIVERSITY, 2011, 92 pages; 1504161

Abstract:

In 2009, the United States Military employed more people than any private corporation in the world. Modern Army recruitment advertising has shifted drastically from previous styles and has even started supplementing existing advertising campaigns with new officer candidacy advertisements. This study looks at recent Army advertising campaigns to see how the Army targets minorities. It utilizes the two major campaigns in these regards, the "Army Strong" soldier advertising campaign, and the Army Officership campaign. Using a semiotic analysis, it was determined that a there was a significant difference in the advertising strategies. The Officership campaign took a more favorable view of both gender and racial minorities, showing both an increased number of and more flattering depictions than the Army Strong campaign.

 
AdviserLinda Levitt
SchoolSTEPHEN F. AUSTIN STATE UNIVERSITY
SourceMAI/ 50-02, p. , Oct 2011
Source TypeThesis
SubjectsMarketing; Women's studies; Mass communication; Military studies
Publication Number1504161
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