{"title":"Band of Brothers (And Sisters): Gender Framing in U.S. Army Commercial Advertising","authors":"Holly Speck","doi":"10.58997/smc.v35i2.77","DOIUrl":null,"url":null,"abstract":"The U.S. Army spends over 7 billion dollars in recruitment advertising, with its largest percentages going toward television marketing. However, little research has been dedicated to military advertising besides strategic recommendations. This project offers a critical investigation on the depiction of gender in military advertising. A content analysis on a sample of U.S. Army commercials produced between 2008 and 2018 offers an exploratory discussion on how gender is visually and verbally framed within the Army’s advertising.","PeriodicalId":243613,"journal":{"name":"Southwestern Mass Communication Journal","volume":"37 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2020-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Southwestern Mass Communication Journal","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.58997/smc.v35i2.77","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
Abstract
The U.S. Army spends over 7 billion dollars in recruitment advertising, with its largest percentages going toward television marketing. However, little research has been dedicated to military advertising besides strategic recommendations. This project offers a critical investigation on the depiction of gender in military advertising. A content analysis on a sample of U.S. Army commercials produced between 2008 and 2018 offers an exploratory discussion on how gender is visually and verbally framed within the Army’s advertising.
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