Message Strategies in Military Recruitment Advertising
A Research Note
Bibliographic Data
| ID | 2341007 |
|---|---|
| Authors | Sejin Park (0000-0003-4921-4272, University of Tennessee at Knoxville, corresponding author), Zienab Shoieb (0009-0005-6917-6973, University of Tennessee at Knoxville), Zienab Ahmed Mohamed Shoieb (Circle Park), Ronald E Taylor (University of Tennessee at Knoxville) |
| Year | 2017 |
| Volume | 43 |
| Issue | 3 |
| Pages | 566-573 |
| Publication date | 2017-07-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Armed Forces & Society (JOURNAL) |
| Journal identifiers | ISSN: 0095-327X • E-ISSN: 1556-0848 |
| Publisher | SAGE Publications Inc (PUBLISHER) |
| DOI | 10.1177/0095327x16642037 |
| OpenAlex | W2338946083 |
| Language | EN |
| Citations received | 3 |
| References cited | 6 |
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
Advertising · Business · Transformational leadership · Consumer Behavior in Brand Consumption and Identification · Customer Service Quality and Loyalty · Marketing and Advertising Strategies · Psychology · Social Psychology
| Unique citing works | 3 |
|---|---|
| Citations per year | 1,5 |
| Citation span | 2024 - 2026 (3) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 3 |