Pate, Holly2020-04-202020-04-202020-05-01https://hdl.handle.net/2097/40535The U.S. Army spends more than 7 billion dollars in recruitment advertising, with its largest percentages going toward television marketing. However, little research has been dedicated to military advertising and recruiting efforts besides strategic recommendations. This thesis offers a critical investigation on the depiction of gender in military advertising and on-the-ground recruiting. This study uses a mixed-methods approach involving the collection of both quantitative and qualitative data in a single study on Army recruitment in relation to gender. First, a content analysis on a sample of U.S. Army commercials produced between 2008 and 2018 offers an exploratory discussion on the Army’s advertorial recruitment. Second, longform interviews with present and past recruiters shares a view of on-the-ground recruiting strategies of the U.S. Army over the last decade, and how gender plays a role.en-US© the author. This Item is protected by copyright and/or related rights. You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s).http://rightsstatements.org/vocab/InC/1.0/AdvertisingFraming TheoryMilitaryArmy CommercialsArmy RecruitmentThesis