Glamour-izing Military Service: Army Recruitment for Women in Vietnam-Era Advertisements
Title | Glamour-izing Military Service: Army Recruitment for Women in Vietnam-Era Advertisements |
Publication Type | Journal Article |
Year of Publication | 2017 |
Authors | Ghilani, Jessica |
Journal | American Journalism |
Volume | 34 |
Issue | 2 |
Pagination | 201 - 228 |
Date Published | 04/2017 |
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. [publisher] |
URL | https://www.tandfonline.com/doi/full/10.1080/08821127.2017.1309231 |
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