Forget these modish posters. Army recruitment targets the vulnerable | Barbara Ellen

It’s time advertising campaigns focused on hard truths rather than dealing in myths

The British army’s much-derided, Lord Kitchener-inspired recruitment campaign (reportedly costing £1.5m) could be more symptomatic of desperation than of insight into a young person’s mindset. (Since starting work with Capita in 2012, the army has never reached recruitment targets.)

Perhaps there are those who self-identify as a “snowflake” (“The army needs YOU and your compassion”), “Me, me, me Millennial” (self-belief), “phone zombie” (focus), “binge gamer” (drive), “swinger” (team spirit). That last one was a spoof, but there’s the problem – they all come across as spoofs. At best, it’s all a bit trendy teacher – accentuating the positive taken to absurdity. Yet still, this isn’t an example of an army recruitment drive at its worst.

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from The Guardian http://bit.ly/2TworFs