Military Recruitment Ads Focus On Parents

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The U.S. Department of Defense has launched a new $1.7 million ad campaign designed to convince parents and other adults to encourage young people to join the military. The Washington Times reports that campaign features five successful veterans, highlighting "qualities such as commitment and perseverance" that the vets have gained from service. "We focus on the more emotional aspects the military has to offer," George Rogers, vice president of the agency that created the ads, told the Times. "It's a branded ingredient to a successful life." The Times reports, "12-page insert featuring five veterans ran in Sports Illustrated and People magazine last week and was scheduled to appear in Time this week. Full-page ads will continue to run there and in Newsweek until August."