Marketing The Army Cold War Style in a Hot War Time.

David Kiley

Looking at most advertising for the U.S. Army these days, one would hardly know the U.S. was fighting a War. Messages play up skills training that will benefit enlistees when they get out, leadership development, college benefits. What is very hard to find in Army recruitment advertising is a message that might say, "Your Country Needs You Now." Im thinking of a World War I recruiting poster that showed a man in uniform saluting next to a glorious waving flag. The accompanying copy--"The Call To Duty. Join The Army. For Home and Country."

To continue reading this article you must be a Bloomberg Professional Service Subscriber.