Show simple item record

dc.contributor.advisorYun, Hyun J.
dc.contributor.authorMerrill, Abigail ( )
dc.date.accessioned2012-07-16T19:33:48Z
dc.date.available2012-07-16T19:33:48Z
dc.date.issued2012-07-16
dc.identifier.urihttps://digital.library.txstate.edu/handle/10877/4230
dc.description.abstractThis paper explores the effects of increased U.S. Military enlistment commercials on youths’ attitudes about war, military propensity levels, and levels of political efficacy and cynicism. The definition and purpose of military advertising and trends in military advertising after conversion from a draft to an All-Volunteer Force are also examined—particularly the question of whether generic or branch specific advertising campaigns are more effective and efficient. Current military enlistment commercials, the success or failures of certain taglines, advertising budgets, and cost per recruit are also investigated. Political media and advertising theories are applied to military commercials to gauge their effects on youth political efficacy and cynicism levels. While this study found no evidence that military commercials influence youths’ level of political efficacy and cynicism, results do indicate increased exposure to military commercials promote anti-war sentiment in youths, and they simultaneously failed to increase enlistment numbers.
dc.formatText
dc.format.extent104 pages
dc.format.medium1 file (.pdf)
dc.language.isoen_US
dc.subjectMilitary advertising
dc.subjectYouth trends
dc.subjectPolitical efficacy and cynicism
dc.subjectAll-Volunteer Force
dc.subjectPropensity
dc.subject.lcshUnited States--Armed Forces--Recruiting, enlistment, etc.en_US
dc.subject.lcshYouth--United States--Attitudesen_US
dc.subject.lcshHelp-wanted advertising--United Statesen_US
dc.subject.lcshSlogansen_US
dc.subject.lcshBranding (Marketing)en_US
dc.subject.lcshSymbolism in advertisingen_US
dc.titleU. S. Military Commercials: Money Well Spent?
txstate.documenttypeThesis
dc.contributor.committeeMemberInbody, Don
dc.contributor.committeeMemberHindson, Theodore
thesis.degree.departmentPolitical Science
thesis.degree.disciplineInternational Studies
thesis.degree.grantorTexas State University
thesis.degree.levelMasters
thesis.degree.nameMaster of Arts
txstate.departmentPolitical Science


Download

Thumbnail

This item appears in the following Collection(s)

Show simple item record