MIXED MESSAGES OF 21ST-CENTURY RECRUITMENT

A recruitment poster from 1934 presents joining the army as an opportunity for adventure and travel – arguably a more positive recruitment message than its modern equivalent

“MEMBERS OF THE ARMED FORCES NEED TO BE CAPABLE OF DEALING WITH DEATH AND DISASTER ON A DAILY BASIS”

Recent televised attempts by the UK Ministry of Defence to encourage young people to join up are creating a great deal of controversy. In response, Daily Mail cartoonist Mac portrayed an effeminate old man trying to join up while he holds a teddy bear. A recruitment sergeant stands alongside and weeps in despair. The comments of former and serving British soldiers on social media are in most cases unprintable.

This advertising portrays the modern soldier as a