The military service system is the basic system of a country，Related to the overall situation of national defense and military construction。To recruit high-quality soldiers，Major countries in the world have also put great effort into promoting military bet365 free bets。

Take the British Army as an example，Due to various reasons，In the 10 years from 2002 to 2012, it has been unable to meet the annual bet365 free bets standards。2012，The British Army outsources bet365 free bets promotion-related business to commercial advertising company Capita，But the effect is still not obvious，The annual collection target shortfall remains between 21% and 45%。Until 2020，After 8 years of working with Capita in the field of military bet365 free bets，The British Army has recruited a sufficient number of new recruits for the first time，Completed the set goal for the year。Data display，A total of 9067 new recruits started training in July 2020，Reached 96% of the current year’s bet365 free bets target (9404)。According to official explanation，The number of people transported to the new training base has actually exceeded the set target，The insufficient number of people to start new training is only due to the epidemic, which caused the final admission of the annual military bet365 free bets to be postponed。actually，During these 8 years，The British Army and Capita have been criticized by all parties，The biggest contribution to the success of 2020 is considered to be the bet365 free bets advertisement。

In recent years，The British Army bet365 free bets advertisement does give people a refreshing feeling，While expanding the audience size，Also successfully transformed audience interest into actual actions。Specifically，The main performance is as follows。

First, try to change the public’s stereotype of military life。In the past, British military bet365 free bets often emphasized that military life can provide opportunities for adventure，But today there are no high-profile military conflicts，It is doubtful how many young people this can attract。After an in-depth investigation of a large number of service members，The British Army Recruitment Promotion Team discovered that camaraderie is one of the great rewards of military life，Can effectively motivate and support the growth of young people，Make them willing to stay in the army。Accordingly，The team regards the sense of belonging as the core connotation of bet365 free bets，I believe the British Army will use this as the focus of bet365 free bets in the future，Because it is flexible enough，And can change with changes in audience motivations and social culture。

The second is to work hard to rewrite the public’s inherent impression of soldiers。Faced with the aging of the population and the decrease in the number of young people of working age、The reality of the decline in physical fitness caused by the changing living habits of the new generation，Continuing to use the image of an able-bodied white male in recruitment advertisements will only attract fewer and fewer people。Therefore，The team made a bold decision，That is, deviating from the traditional image of soldiers and depicting typical images of young people who have not been baptized by military life: You do not need to be a tough guy to join the British Army；You can indulge in selfies，It doesn’t matter，The British Army needs your confidence；You can be addicted to your mobile phone，It doesn’t matter，The British Army needs your focus；You can have a glassy heart，It doesn’t matter，The British Army needs your empathy。Meanwhile，Start using more women in bet365 free bets、Image of ethnic minorities and other groups。

The third is to actively convey the voice of the military in response to social events。Since 2020，The new coronavirus epidemic is raging around the world，Affected by the epidemic，Unemployment rates are generally rising in many countries。Entering 2021，As the unemployment rate among young people in the UK continues to rise，The stable job opportunities provided by the military will be more attractive than in previous years。Therefore，The British Army is expected to continue its recruitment success in 2020，But the bet365 free bets machine has not stopped。The latest recruitment ad opens with Florence Nightingale caring for the wounded during the Crimean War，Go to the picture of the British Army helping to build seven Nightingale hospitals (similar to domestic makeshift hospitals) during the epidemic，Focus on the British Army’s practical actions to support the NHS (National Health Service)、To give back to the nurses for their care of the soldiers。According to the estimate of the person in charge of recruitment，The British Army’s proactive actions to help with case detection and vaccination during the epidemic will help attract more young people to join the army。

It can be seen from this，At a time when both the military and society are changing，The main consideration of the British Army’s bet365 free bets is to convey the changes in the army to society，To find the ideal fit between the military and society。But because the British Army has always adhered to the principle of pragmatism，Making its bet365 free bets obviously flawed，Especially after outsourcing related business in 2012，The publicity method is even more overtly colored with commercial advertising。For example，Compared with the army’s own bet365 free bets，Capita prefers to treat collection objects as general consumption objects，The message is highly targeted to the potential audience of the propaganda, namely young people with no military experience。Another example，Due to the long-term implementation of voluntary military service in the UK，Words such as patriotism and dedication are rarely seen in bet365 free bets，Instead emphasize personal needs。In this regard，Commercial advertising companies are very good at capturing the many pain points of contemporary young people，If you lack self-confidence、Fear of failure, etc.。In addition，Recruitment promotion will also carefully choose the timing of advertising，Usually January is chosen，At that time, young people in the UK were generally depressed due to the end of the Christmas holiday，Feeling confused and worried about personal future。

Of course，The British Army bet365 free bets is too focused on precision and efficiency，The model that blindly moves closer to commercial advertising has also caused dissatisfaction in the British media，Public opinion criticized them for exploiting vulnerable groups through conscription propaganda、Trading false promises, etc.。But commercial advertising companies are not afraid of causing controversy。Opposite，In the era of chasing traffic，Controversy is often an excellent boost。After the outrageous “The British Army Needs You” campaign in 2019，The British Army received a large number of applications for enlistment。April 2019 to January 2020，The number of people applying to join the British Army increased by 5% year-on-year，The achievement of the 2020 recruitment target is also inseparable from the success of that propaganda。

The flaws in the British Army’s bet365 free bets method are certainly obvious，But we can selectively absorb and learn from its beneficial ingredients。For example，On the strategic positioning of bet365 free bets，While persisting in seeking the convergence between the military and society，Should consider both macro themes and micro perspectives，Good at individualization、Tell the story of joining the army from a daily perspective。The grand theme expression of the mainstream discourse of military bet365 free bets is certainly important，But if you understand the characteristics of contemporary youth、Insufficient attention is given to development needs from a micro perspective，It is easy for them to feel alienated that joining the army is less relevant to their own development。The British Army showed the "all living beings" of the "Internet Generation" in its bet365 free bets，It takes better care of the strong self-awareness of contemporary youth，Associate joining the army with one’s own development，Easier to be recognized and accepted by young people，Inspire their recognition of military camp imagination and military value。

Another example，On the setting of bet365 free bets content，In addition to the impactful and infectious images and text，Should be comprehensive、Shows daily life in the military camp on multiple levels，Presenting the side of soldiers as “ordinary people” three-dimensionally to the public。Same，We can also use plain details、Daily life scenes to show the general public’s understanding and respect for soldiers。such as airport、Train Station、"Military Priority" in hospitals and other places，Many cities have implemented the “free for military personnel” measure on public transportation。These scenes trigger the target more directly，The promotional content settings are also more complete。

　　(This article is a phased result of the National Social Science Fund project “Research on Military Management to Improve bet365 free bets and Mobilization Capabilities in the New Era” (18BGL294)

(Author’s unit: Basic Department of bet365 free bets Engineering University)