Army marketing "misleads recruits"
UTalkMarketing
January 8, 2008
Marketing for the army is subjecting potential new
recruits to a misleading picture of life in the
military, according to a new report.
Advertisements and recruitment literature glamorise
warfare, omit vital information and fail to point out
the risks and responsibilities associated with a forces
career, says the report. ‘Informed Choice? Armed Forces
and Recruitment Practice in the UK’.
Backed by the Joseph Rowntree Charitable Trust, the
report, by peace and security analyst, David Gee, points
out that the UK is the only EU state to recruit 16 year
olds and claims children as young as seven are targeted
by recruiters.
“The primary target group for armed forces marketing are
children and adolescents,” reads the report. “This
involves schools visits, literature and internet
resources, and local cadet forces.
“As the pool of potential recruits shrinks, outreach to
children is expanding, including to those as young as
seven years old.”
It argues that key messages are tailored to children’s
interests and values: military roles are promoted as
“glamorous and exciting”, warfare is portrayed as
“game-like and enjoyable”.
“Children are introduced to the potential benefits of a
forces career but not to its risks, “ it adds.
In order to address these issues the report recommends
that outreach to children and young people should be
de-linked from recruitment activity and restricted to
older children.
“While promotional activity continues in schools,
children should have the right: not to attend, to hear
from a speaker presenting an alternative view, and to
have peace and disarmament education integrated into the
curriculum alongside education about the military, “ it
adds.
Report author, David Gee, said that the armed forces
glamorise the ‘action man and woman aspects of forces
life.
“The armed forces have a poor retention record, partly
because they promise recruits more than they can
deliver, so thousands end up wanting to leave as soon as
possible,” he added.
“Not only will a more balanced and honest approach to
recruitment ensure that those who join do so for the
right reasons, it will also help reduce the huge
resources spent on replacing personnel.”
The MoD has denied that their recruitment practices
‘glamorise’ war and that war is depicted as ‘game-like’.
A spokesperson said that all potential recruits were
presented with clear information and that all aspects of
service life were discussed in detail as part of the
recruitment process.