Glamour-izing Military Service: Army Recruitment for Women in Vietnam-Era Advertisements

TitleGlamour-izing Military Service: Army Recruitment for Women in Vietnam-Era Advertisements
Publication TypeJournal Article
Year of Publication2017
AuthorsGhilani, Jessica
JournalAmerican Journalism
Volume34
Issue2
Start Page201
Pagination201 - 228
Date Published04/2017
Abstract

In the late 1960s, popular women's magazine advertisements for the Women's Army Corps and Nurse Corps featured militarized femininity at its finest. The recruiting ads depicted military service as an inclusive, exciting environment in which young women could explore job opportunities, meet male suitors, travel, and build self-esteem. Despite shifting cultural attitudes toward American women's workforce participation, the construction of military femininity in these Vietnam-era ads aligned neatly with broader media messages about gender and heteronormative rituals of courtship. Examining the mass mediation of military messages included in female-focused magazines reveals cultural and historical aspects of advertising, public relations, representation, and print media as they emerge in primary documents.

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Short TitleAmerican Journalism
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