Message Content of Advertisements for Active Army Enlistments

摘要

This report describes the message content analysis undertaken as part of the Army Communications Objectives Measurement System (ACOMS) project. The results are based on a sample of 3,665 male and female 16- 24-year-olds who viewed 13 video and 11 print active Army advertisements. The analysis of the data indicates that unaided recall of Army sponsorship is made by a high percentage of respondents when video and print ads are initially displayed in the midst of other advertisements. The message attributes rated most highly by the video-advertisement viewers concerned high technology equipment, an experience to be proud of, and an opportunity to develop one's potential. Print-advertisement respondents perceived messages dealing with money for education, skill training, and experience to be proud of. Statistically significant differences were found between the genders and among ethnic groups for many of the Army attributes perceived in the advertisements. Generally, males and whites perceived the attributes more frequently than females and blacks, respectively. Analysis of main messages confirms that the attributes capture the vast majority of messages conveyed, although an attribute focusing on adventure and excitement could be added. Keywords: Army personnel, Enlisted personnel, Recruiting. (SDW)