The Army Print Ad

The US army put out an add urging young people, young men in specific, to think about their future jobs by listing off qualities the army can help you develop. In the image, a soldier, holding an AK-47, is seen taking a leap from one ledge to an elevated ledge with the sun shining in the background. The target audience for the ad must be young men about 16-18, as those are the years people start trying to think about their future and what path they would like to take. It uses statistics, like 9/10 employers look for these certain qualities that the army can easily help you improve and hone.

The model is obviously a young man, leaping for his life with faith to higher ground which can be seen as leaping for a better, or brighter, future. To add on, his body position points towards the sun- a common symbol for hope. The soldier is also holding a gun, a typical symbol for American patriotism. The entire image indicates that serving for the greater good of the country will lead you to a better, brighter future.

The text at the bottom of the image says that you don't have to start in business to be in business. This further urges the audience to join the military in order to hone the skills that 9/10 employers seek (determination, co-ordination, confidence, etc.). The ad indicates that being in the military provides qualifications to add to your resumé if you haven't thought much of it yet, especially since this is targeted towards young men. Although, there is nothing in the text that indicates the target as it uses strictly neutral pronouns (such as 'you', it is speaking to the audience themselves) but the model, a fit, young caucasian male, is enough to understand the context.