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Message Strategies in Military Recruitment Advertising
- Authors
- Park, Sejin; Shoieb, Zienab; Taylor, Ronald E.
- Issue Date
- Jul-2017
- Publisher
- SAGE Publications
- Keywords
- message strategy; military advertising; content analysis; TV commercials
- Citation
- Armed Forces & Society, v.43, no.3, pp.566 - 573
- Indexed
- SSCI
- Journal Title
- Armed Forces & Society
- Volume
- 43
- Number
- 3
- Start Page
- 566
- End Page
- 573
- ISSN
- 0095-327X
- Abstract
- This study investigates message strategies used in U.S. military commercials using Taylor's six-segment strategy wheel. A content analysis of 125 military television commercials reveals that (1) majority of military commercials employed transformational strategy rather than informational strategy; (2) military commercials only used high involvement message strategies (i.e., ration, ego, and social) and no acute need, routine, and sensory commercials were observed; and (3) message strategies in military advertising varied across the number of wars and recruiting targets. Theoretical and practical implications of the findings are discussed.
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Related Researcher
- Park, Sejin
- COLLEGE OF COMMUNICATION (DEPARTMENT OF MEDIA & SOCIAL INFORMATICS)