“Join the Army. Become the Power of China” – Multimodal Metaphors in Military Recruitment Advertising – “The Power of China”

Military recruitment advertising, as a type of authoritative political video advertisement, demonstrates a country’s military culture. This paper will provide a brand-new perspective in researching Chinese military culture from the approach of multimodal metaphor. Currently, a multimodal analysis of military recruitment advertising in terms of short video clips does not exist, and most of the existing multimodal studies have focused on Western mainstream media, whereas media with Chinese characteristics have remained mostly untouched by research. With Forceville and Urios-Aparisi’s (2009) Multimodal Metaphor Theory (MMT) as a theoretical basis, and the newly-released recruitment advertising “The Power of China” as the research object, this paper utilizes the MIPVU and ELAN image tagging software to identify and analyze the multimodal metaphors in “The Power of China” under the framework of MMT.

Is Print Recruitment Advertising a Sunset in the Millennial Era? A Case Study of Times Ascent

Reading as a habit is very addictive and we have seen our fathers and grandfathers read newspapers from our childhood. It has been a part and parcel of a morning ritual and is believed in the Indian culture that whatever news is published in the Indian print media is 100% true. That was the belief until recent times and is slowly fading away. The trust and the faith which was prevalent in newspapers in the good old days is losing its shine and glitter. The Times of India as an organization has transformed itself from being a traditional newspaper to an Infotainment paper that is a combination of Information and Entertainment. Advertising revenues are the key focus of the entire sales team in the organization, and sales teams are striving to come up with innovative and customized solutions for the advertisers. Times Ascent is one of the few examples of innovation and customized solutions for its recruitment set of advertisers and the story of its gala launch until its decline is at the core of this case study. Has Times Ascent reached its final stage of the product life cycle? Can anything be done to revive it? Time shall tell how the story of Times Ascent unfolds.

To Work at Clinics or at Hospitals? Analysis of Family Physician Recruitment Advertising in Taiwan

Family physicians act as gatekeepers of the healthcare system and have an indispensable role in providing holistic care in the primary care system. While previous studies had focused on the geographic maldistribution of family physicians, the current study investigated the distribution of job opportunities for family physicians by analyzing recruitment advertisements posted in medical association journals, as an indirect way to observe the marketplace demand for physicians. We collected all the recruitment advertisements for family physicians in the twelve issues of the Taiwan Medical Journal, the official organ of the Taiwan Medical Association, in 2018. In contrast to 124 new trainees annually, 739 advertisements for family physicians were posted within the entire year. After eliminating repeated advertisements, there were 302 distinct advertisements, of which hospitals accounted for 18.9% (n = 57). The job opportunities at hospitals were offered mainly by regional hospitals (n = 26) and community hospitals (n = 29), but only two by medical centers. Family physicians in Taiwan were in great demand not only by primary care clinics but also by hospitals. The role of family physicians in hospitals is worth further study.

Army recruitment video advertisements in the US and UK since 2002: Challenging ideals of hegemonic military masculinity?

This article examines video recruitment advertising for the US and UK armies between 2002 – post 9/11 – and 2018 in order to unpack constructions of gender in a context of what has been called a military recruitment crisis. The findings suggest that the recruitment crisis has made possible some interesting representations of gender in the armies of the respective states. The US constructs its army in less traditionally masculine terms: women and people of colour are frequently present as equal team members and there is a focus on emotional as well as physical strength. In contrast, UK advertising pre-2012 does not feature many women, presenting them in subordinate terms, and focuses on risk-taking and physical strength. After this period, however, there is a marked change and British army advertisements begin to look more like those produced by the US. The author argues that this represents a rejection of hegemonic military masculinity and that such a rejection functions to obscure military violence by presenting armies as progressive.

Linking employer labels in recruitment advertising, governance mode and organizational attractiveness

To attract talent, companies might use employer labels (e.g. ‘ Great Place to Work’ and ‘ecologically responsible’) in their recruitment advertisements. This study investigates whether the resulting attractiveness of organizations to job candidates might be (1) moderated by the organization’s governance mode (cooperative vs publicly traded) and (2) mediated by candidates’ perceptions of the organization’s prestige and person–organization fit. A survey of 320 respondents shows that, regardless of governance mode, communicating a ‘ Great Place to Work’ label improves organizational attractiveness to candidates, by increasing their perceptions of its prestige and person–organization fit. Furthermore, listed companies that communicate this label are more attractive than those that rely on an ‘ Ecological’ label.

A study on the effectiveness of aesthetically appealing print recruitment advertisement

Purpose The purpose of this paper is to assess the nature of intervention of job seeker’s perception of organizational attraction and attitude toward ad and organization in the application intention produced by aesthetics of print job ads. Design/methodology/approach An aesthetically appealing faculty-opening job advertisement was used as stimuli and around 250 responses to an administered questionnaire were collected from among job seekers in the academic domain. Partial least square structural equation modeling (PLS-SEM) was used to test the hypothesis. Findings According to the results of the study, aesthetic features of print recruitment ad, even though insignificant in directly inducing job seeker intention to apply, significantly enhanced their organizational attraction and attitudes, and thereby, their application intention. Therefore, job seeker’s perception of organizational attractiveness and attitude were found to full mediate this relationship, regardless of the job seekers’ degree of familiarity with the organization. Practical implications This study encourages recruiters in the academic job sectors to design and administer aesthetically appealing job advertisements to maximize the high talent pool of applicants from which to choose. Originality/value This study is the first of its kind in the Indian context in terms of print recruitment advertising. This study is also original in reporting organizational attraction and attitude towards ad and organization as mediators of application intention produced by ad aesthetics.

Your Country Needs You? Advertising, Public Relations and the Promotion of Military Service in Peacetime Britain

Historians have long taken an interest in military recruitment advertising and public relations. Much of their attention, however, has been directed towards promotion in wartime, with a lot less known about how governments used media to attract civilians in peacetime or during the many so-called ‘limited wars’ of the post-war era. This article addresses this shortcoming by exploring three separate recruitment campaigns waged in Britain at different moments in the 20th century. Giving a sense of the scale of official recruiting work, it highlights the central role played by commercial advertising and public relations professionals in the planning and development of campaigns and investigates whether recruiters were actually successful in convincing civilians to join up. The evidence presented here suggests that they had a negligible effect on enrolment rates. Yet, it also indicates that different types of appeal were used to attract civilians in peacetime, with material rewards typically taking precedence over notions of patriotic duty. Suggesting that such appeals effectively commodified military service, this article concludes by reflecting on their broader legacy to studies of media, war and conflict.