The military service system is the basic system of a country，The overall situation of national defense and military construction。To collect high -quality soldiers，Major countries in the world also exhausted their minds in the promotion of troops。

Take the British Army as an example，For various reasons，In the 10 years of 2002-2012, it has not been able to reach the annual standard for recruitment。2012，The British Army will outsourcing related businesses to commercial advertising companies Capita，But the effect is still not obvious，The gap of the annual solicitation target is maintained between 21%and 45%。until 2020，Cooperated with Capita in the field of recruitment for 8 years，The British Army recruited a sufficient number of recruits for the first time，Completed the established goal of that year。Data display，A total of 9067 recruits began in July 2020，96%of the target of the number of soldiers (9404) of the year。According to the official explanation，The number of people transporting to the new training base actually exceeds the established goal，The insufficient number of people starting the new training is just because the epidemic causes the final admission of the annual recruitment to be delayed。Actually，During these 8 years，British Army and Capita are criticized by all parties，The success Bet365 app download of 2020 is considered the biggest credit lies in the promotional advertisement。

In recent years，The British Army's Propaganda advertisement does give a refreshing feeling，While expanding the scale of the audience，It also successfully transformed the audience's interest into actual action。Specifically，The main manifestations are the following points。

The first is to try to change the stereotype of the public for the life of the army。In the past, the propaganda of the British army often emphasized that the army's life can provide adventure opportunities，But today without high exposure military conflict，How many years can be attracted to how many years of lighter people are doubtful。After conducting a deep investigation of a large number of soldiers in service，The British Army Rebel Propaganda Team found that the friendship of comrades -in -arms is a big harvest of military life，It can effectively motivate and support the growth of young people，Let them continue to stay in the army。Based on this，The team regards the sense of belonging as the core connotation of the propaganda of the recruitment，I believe that the British Army will use this as the focus of the promotion of recruitment in the future，Because it is flexible enough，and can change with the changes of the people and social culture。

Second, try to rewrite the inherent impression of the public to soldiers。In the face of the aging of the population, the number of youth is reduced、The reality of changes in the living habits of the new generation leading bet365 best casino games to the decline in physical fitness，Continue to use a strong white male image in the promotional advertisement of the recruitment publicity advertisement.。Therefore，The team made a bold decision，is the typical young man image that deviates from the image of the traditional soldier and depicts the typical young man who has not been baptized by the army: you can also join the British Army if you don't need a tough guy; you can add selfies，It doesn't matter，The British Army needs your self -confidence; you can be addicted to your mobile phone，It doesn't matter，The British Army needs your focus; you can glass heart，It doesn't matter，The British Army needs your empathy。At the same time，Start using more women in the promotional propaganda、The image of groups such as ethnic minorities。

Third, actively convey the voices of the army for social incidents。Since 2020，New crown pneumonia epidemic raging global，Affected by the epidemic，The unemployment rate of many countries generally rises。Enter 2021，With the continued rise of the unemployment rate of young people in the UK，Stable job opportunities provided by the army will be more attractive than previous years。Therefore，The British Army is expected to continue the success of 2020 in the field of recruitment，But the machine promoted by the recruitment did not stop。The latest recruitment advertisement opens with Nandergel, who takes care of the wounded in the Crimean war，Transfer to the British Army in the epidemic to help build a picture of the Seven Nander Ge Hospital (similar to the domestic Bet365 lotto review square hospital)，Focus on the British Army supported NHS (British National Medical Service System) with actual actions、Give back the nurse's care of the soldiers。According to the relevant person in charge of the recruitment，The active actions of the British Army to help case testing and vaccine injection in the epidemic are conducive to attracting more young people to join the army。

It can be seen from this，At the moment when the army and society are changing，The main consideration of the British Army's propaganda is to convey the changes in the army to the society，so as to find the ideal fit point between the army and society。But because the British Army has always pursued the principle of pragmatism，There is obvious defect for its propaganda for their recruitment，Especially after outsourcing in 2012，Its propaganda method is even more popular with a strong commercial advertising color。For example，Compared with the army's own planning recruitment propaganda，Capita is more inclined to treat the solicitation object as a general consumer object，Potential audience to propaganda, that is, the young people who have no military experience to convey the information very well。Another example，Due to the long -term volunteer military service system in the UK，Rare words such as patriotic dedication in the propaganda of recruitment，Instead of emphasizing personal needs。In this regard，Commercial advertising companies are very good at grasping the many pains of contemporary young people，If you lack confidence、Fear of failure, Bet365 lotto review etc.。other，Settlement propaganda will also carefully choose the timing of advertising，Usually choose in January，At that time, young British people were generally low due to the end of the Christmas holiday，I feel confused and worry about personal future。

Of course，British Army recruitment propaganda is too pursuit of precise efficiency，The mode of blindly closer to commercial advertising has also triggered dissatisfaction from British media，Public opinion criticizes them to promote the exploitation of disadvantaged groups by propagating recruitment、Selling false commitments, etc.。But the commercial advertising company is not afraid to cause controversy。On the contrary，In the era of chasing traffic，Controversy is often an excellent help。After the "British Army Need You" propaganda in 2019，The British Army received a large number of enlisted applications。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 target of the recruitment in 2020 is inseparable from the success of that publicity。

The defects of the British Army's propaganda methods are obvious，But we can choose to absorb and learn from its beneficial ingredients。For example，In the positioning of the promotional strategy of recruitment，While insisting on seeking military and social fit points，Should take into account the big theme and micro perspective，Good at individualization、From the perspective of life, tell the story of joining the army。The grand bet365 best casino games theme expression of the mainstream discourse propaganda is important，But if the cognitive characteristics of contemporary youth、Insufficient care of such micro -perspectives for development requirements，It is easy to make it a sense of alienation with a small degree of correlation with the development of the army and its own development。The British Army showed the "net generation of generations" in the propaganda of the recruitment propaganda，Good care of the strong self -subject consciousness of contemporary young people，Advanced to joining the army with my own development，It is easier to recognize and accept for youth groups，Stimulate its identity of the imagination of the barracks and the value of the military。

Another example，In terms of the content settings of the recruitment,，Except for image text with impact and infectious power，Should be comprehensive、Show the daily life of the barracks in a multi -layered manner，The three -dimensional side of the soldiers as "ordinary people" is presented in front of the public。Similarly，We can also use flat details、Daily life scenes to express the general public's understanding and respect for soldiers。Such as airport、Railway Station、"Military Priority" in the hospital and other places，"Free" measures for public transportation in many cities。The trigger feel of the target of these scenes is more direct，Settings of publicity content are also fuller。

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(Author Unit: Basic Department of the Army Engineering University)