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  5. The Army in the Marketplace: Recruiting an All-Volunteer Force

The Army in the Marketplace: Recruiting an All-Volunteer Force


Primary Sources

Exercise 1: Duty or Opportunity?

Documents

  • Service and Citizenship, 1951 film for use in high school classrooms
  • “I need you again,” 1948
  • Today’s Army: “We care more about how you think, than how you cut your hair,” c. 1971–1973
  • Today’s Army: “When was the last time you got promoted?” (women) c. 1971–1973
  • Today’s Army: “When was the last time you got promoted?” (men) c. 1971–1973
  • Today’s Army: “Take the army’s 16-month tour of Europe,” c. 1971–1973
  • Today’s Army: “If you think you’ll miss the guys, bring them along,” c. 1971–1973
  • Today’s Army: “You get 12 matches, a knife, some twine, and 3 days to enjoy yourself,” c. 1971–1973
  • Today’s Army: “We’ve got over 300 good, steady jobs,” c. 1971–1973
  • Join the People Who’ve Joined the Army: “Some of our best men are women,” c. 1973–1978
  • Join the People Who’ve Joined the Army: “Country music,” c. 1973–1978
  •  “Join now. Go later. Up to four months later. Your future, your decision . . . choose army,” c. 1967–1971
  • “This Is the Army” (men), 1979–1980
  • “This Is the Army” (women), 1979–1980
  • “Be All You Can Be,” advertisement, 1981
  • “Be All You Can Be,” television commercial, 1980s–1990s

Exercise 2: Debate over the Draft

  • Richard M. Nixon, “The All-Volunteer Armed Force,” CBS radio address, October 17, 1968
  • Randall Cornell Teague, Young Americans for Freedom, “Why ‘Conservative’ Students Support an All-Volunteer Military,” statement to the President’s commission on the all-volunteer force, September 29, 1969
  • Jim Sutton, United States National Student Association, statement to the president’s commission on the all-volunteer force, September 29, 1969
  • Edmund S. Muskie, “The Draft: What Are the Alternatives?” February 17, 1969

Exercise 3: Social Science and Marketing Research

  • Excerpt from Youth Attitude Tracking Survey, 1975 (pdf). Prepared for the Department of Defense by Market Facts, Inc. (Job No. 9221 OMB# 22-R-0339).
  • Excerpt from The Volunteer Soldier: His Needs, Attitudes, and Expectations, 1972. Study prepared by Scott M. Cunningham, Cinecom Corp., for the Department of the Army.
  • Defense Manpower Data Center, Youth Attitude Tracking Study, 1999 Propensity and Advertising Report (pdf). DMDC Report No. 2000-019.

Exercise 4: Advertising the Army

  • “Goodbye,” television commercial, 1970s
  • Today’s Army: “We care more about how you think, than how you cut your hair,” c. 1971–1973
  • Today’s Army: “When was the last time you got promoted?” (women) c. 1971–1973
  • Today’s Army: “When was the last time you got promoted?” (men) c. 1971–1973
  • Today’s Army: “Take the army’s 16-month tour of Europe,” c. 1971–1973
  • Today’s Army: “If you think you’ll miss the guys, bring them along,” c. 1971–1973
  • Today’s Army: “You get 12 matches, a knife, some twine, and 3 days to enjoy yourself,” c. 1971–1973
  • Today’s Army: “We’ve got over 300 good, steady jobs,” c. 1971–1973
  • Join the People Who’ve Joined the Army: “Some of our best men are women,” c. 1973–1978
  • Join the People Who’ve Joined the Army: “Country music,” c. 1973–1978
  •  “Join now. Go later. Up to four months later. Your future, your decision . . . choose army,” c. 1967–1971
  • “This Is the Army” (men), 1979–1980
  • “This Is the Army” (women), 1979–1980
  • “Be All You Can Be,” advertisement, 1981
  • “Be All You Can Be,” television commercial, 1980s–1990s
  • GoArmy.com, screen shot, June 2007
  • “Army Strong,” television commercial, 2007

From the article

  • Figure 1. “I need you again,” 1948
  • Figure 2. “We care more about how you think, than how you cut your hair,” c. 1971–1973
  • Figure 3–4. “When was the last time you got promoted?” c. 1971–1973
  • Figure 5. “Take the Army’s 16-month tour of Europe,” c. 1971–1973
  • Figure 6. “It you think you will miss the guys, bring them along,” c. 1971–1973