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"A Woman in the Army is Still A Woman": Recruiting Women into the All-Volunteer Force
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reference to college funding, and shows several men with packs, helmets, and rifles, crouching
along in front of a tank.
The ads that show weaponry only picture men, but a few ads in the series include women,
and two of them make a direct pitch to women. These two ads share the same general look as the others, with the text superimposed on a camouflage-print background. The first, from 1995,
bears a text box with the words “there’s something about a soldier,” and then continues:
Especially if you’re a woman. Because you’ll find yourself doing the most amazing things. Like being a flight Crew Chief or a Topographic Surveyor, or any one of nearly 200 skills the Army offers. You’ll also find yourself doing some very familiar things. Like getting into aerobics, going to the movies or just being with friends. The point is, a woman in the Army is still a woman. You carry yourself with a little more confidence. And you may find yourself shouldering more responsibility than you ever dreamed, but that’s because, in the Army, you’ll gain experience you can’t find anywhere else. You could also find yourself earning as much as $30,000 for college, if you qualify, through the Montgomery G.I. Bill and the Army College Fund. If you’re looking for experience that could help you get an edge on life and be a success at whatever you do, call 1-800-USA-ARMY. ARMY. Be All You Can Be.
The ad pictures the head and shoulders of a serious-looking young woman, lightly made up,
wearing a helmet with a radio headset, with a helicopter in the distance behind her. A smaller picture inset in the text shows the woman in civilian clothes and jewelry with her hair down,
standing with a young man in a bolo tie who has his arm around her.
In some ways, this ad is like others in the same series, with its overall look, the picture of
the soldier in some sort of military gear, the mentions of educational benefits, and the references to the value of Army experiences and to success. On the other hand, there are several aspects
that both visually and rhetorically serve to reinforce the female soldier’s femininity, and to reassure a potential female recruit that becoming a soldier won’t compromise her feminine
identity and make her unrecognizable to herself. A woman in the Army is still a woman.
The other ad, from 1996, isn’t as overtly concerned with the female soldier’s gender
presentation and identity. The ad states in large, boxed print, “If you have the will to succeed, we have about 200 ways.” The rest of the text reads:
As a woman in the Army, you will receive training in one of 188 military specialties. It’s training that could prepare you for a career in high technology. You could learn guided missile technology or work with complex computer systems. You could manage communications and intelligence systems—all while working as a vital part of a team. And, if you qualify, you’ll earn money for college, too. So come with the will to succeed. Today’s Army will make a way.
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reference to college funding, and shows several men with packs, helmets, and rifles, crouching
along in front of a tank.
The ads that show weaponry only picture men, but a few ads in the series include women,
and two of them make a direct pitch to women. These two ads share the same general look as
the others, with the text superimposed on a camouflage-print background. The first, from 1995,
bears a text box with the words “there’s something about a soldier,” and then continues:
Especially if you’re a woman. Because you’ll find yourself doing the most amazing
things. Like being a flight Crew Chief or a Topographic Surveyor, or any one of nearly
200 skills the Army offers. You’ll also find yourself doing some very familiar things.
Like getting into aerobics, going to the movies or just being with friends. The point is,
a woman in the Army is still a woman. You carry yourself with a little more
confidence. And you may find yourself shouldering more responsibility than you ever
dreamed, but that’s because, in the Army, you’ll gain experience you can’t find
anywhere else. You could also find yourself earning as much as $30,000 for college, if
you qualify, through the Montgomery G.I. Bill and the Army College Fund. If you’re
looking for experience that could help you get an edge on life and be a success at
whatever you do, call 1-800-USA-ARMY. ARMY. Be All You Can Be.
The ad pictures the head and shoulders of a serious-looking young woman, lightly made up,
wearing a helmet with a radio headset, with a helicopter in the distance behind her. A smaller
picture inset in the text shows the woman in civilian clothes and jewelry with her hair down,
standing with a young man in a bolo tie who has his arm around her.
In some ways, this ad is like others in the same series, with its overall look, the picture of
the soldier in some sort of military gear, the mentions of educational benefits, and the references
to the value of Army experiences and to success. On the other hand, there are several aspects
that both visually and rhetorically serve to reinforce the female soldier’s femininity, and to
reassure a potential female recruit that becoming a soldier won’t compromise her feminine
identity and make her unrecognizable to herself. A woman in the Army is still a woman.
The other ad, from 1996, isn’t as overtly concerned with the female soldier’s gender
presentation and identity. The ad states in large, boxed print, “If you have the will to succeed,
we have about 200 ways.” The rest of the text reads:
As a woman in the Army, you will receive training in one of 188 military specialties.
It’s training that could prepare you for a career in high technology. You could learn
guided missile technology or work with complex computer systems. You could manage
communications and intelligence systems—all while working as a vital part of a team.
And, if you qualify, you’ll earn money for college, too. So come with the will to
succeed. Today’s Army will make a way.
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