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Evaluating the Message Strategy of U.S. Army Advertising: With Focus on Information Needs and Motivational Cues
- Authors
- Park, Sejin; Lee, Jinhee; Park, Jin Seong
- Issue Date
- Mar-2017
- Publisher
- Informa UK Limited
- Keywords
- Army advertising; content analysis; message strategy; recruitment advertising; television commercials
- Citation
- Journal of Promotion Management, v.23, no.2, pp.303 - 319
- Indexed
- SCOPUS
- Journal Title
- Journal of Promotion Management
- Volume
- 23
- Number
- 2
- Start Page
- 303
- End Page
- 319
- ISSN
- 1049-6491
- Abstract
- A content analysis of 125 U.S. Army television commercials revealed that information about recruiting process and military lifestyle, the top two information needs of potential recruits, were not addressed as prominently in the commercials. The study also showed that Army commercials presented occupational motivations, which are more appropriate for potential reservists than active soldiers, more frequently than institutional motivations. The usage of information needs and motivational cues rested on a range of situational factors such as the number of wars in which the United States was engaged and the campaign's target audience. Implications for improving Army advertising were discussed. © 2017 Taylor & Francis.
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Related Researcher
- Park, Sejin
- COLLEGE OF COMMUNICATION (DEPARTMENT OF MEDIA & SOCIAL INFORMATICS)